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Where Marketing Is Headed In 2013

Currently there is a digital divide forming between small and large businesses. That gap has formed due to the amount and level of technology required to process all the data coming in from analytics, and turning it into actionable information.

Where is marketing going over the next year? Further into technology.

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Click here to watch the video.

Where Do You Think Marketing Is Headed in 2013?

Share your hallucinations, I mean predictions, in the comments below :)

Comments

  1. I couldn’t watch your video because it continually buffered and said “Connection has timed out” beneath it. :(

    But that doesn’t matter because it seems that I can gather part of the theme of it within the paragraph you wrote introducing it. I believe that with all the fancy pants technology coming along, people are going to make it harder on themselves than they need to.

    So instead of people relying on marketing fundamentals that allow them maximize the impact of new tools, they’re going to rely on the new tools to be their magic “Easy Button”. Think of what a magnificent tool Facebook can be and the majority of businesses jumping on board to use it “Get their name out there” or to “Engage” are using it in a way that repels rather can compels.

    I know that just like Monday comes after Sunday that ALL marketing media serves a master and that master is the direct response fundamentals. These fundamentals follow as such . . .

    • You want to be targeting a SPECIFIC somebody (Right Market)

    • You want your targeted message to be perfectly suited to this SPECIFIC somebody (Right Message)

    • You want your targeted message to be showing up in media where this SPECIFIC somebody is going to see it (Right Media)

    When you put all of these components together in your business, you get outstanding results no matter what media you’re using and when you violate them, you can ruin even the greatest goose that lays the golden eggs.

    The place where I see most people dropping the ball today (and until the end of time) is by NOT narrowing their market to a SPECIFIC SOMEBODY and NOT having a SPECIFIC MESSAGE directed at that specific somebody.

    Everyone wants to be broad and vague with who they pursue and what they say for fear of leaving someone out but they forget that a business that is for everybody, is for nobody. Especially with this new media called the internet that commoditizes you in the blink of an eye.

    These fundamentals were valid in 1923 when Claude Hopkins was at the top of his game when the only mass media available was radio and print, and they’re just as valid now when we have the radio, print, TV AND the internet.

    Thank you Robert for reminding me to not get caught up in the hype of all the bright and shiny objects. :)

    • I fully agree with everything you said Lewis. And I should use another commenting system just so that I can give it a huge +1.

      Going broad with your marketing, in many cases, is a losing proposition. No amount of technology will help a company then.

      As you said – it’s all about learning about, and then reaching out to, a specific group of people. I’ve found that for us, doing that has helped our business immensely. I urge everyone to do the same.

      • David Jensen says:

        This is right on par with a major mistake in todays marketing tactics of ratio driven sales. In reaching out to the mass audience they’ve failed to identify with the right audience. What identification does is build sentiment and sentiment builds loyalty. I don’t suppose theres any more effective advertisint than a customer who becomes a loyal advocate.
        Identity is crucial and many brands in trying to please everyone, have pleased no one. The return on loyalty is not only advocates who are brand evangelists – but also, the valuable feedback that their customers give to help ‘build a better brand’.

        Dempsey – I’m sure you’ve noticed the same; your best customers give the best feedback.

        The next big step is for an agency to learn how to harness social media to truely build loyalty. … … … cricket. cricket. cricket.

  2. Prof Poida says:

    As a marketing educator, I see the urgent need to upgrade curriculum to reflect this reality and ensure marketing grads are “industry ready”. Target marketing is the present and future of marketing. Good work Robert….thanks for putting this out there for the marketing innovators and early adopters who need be “marketing change agents” in their organizations.

  3. Yo dude, I love this kind of detailed driven stuff. This is awesome. I think you’re spot on.

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