2-min read

The new rules for marketing

Marketing has been used the same way for years. The strategy that marketers have used has gone something like this:

For years, this process may have worked. Companies just needed to get their message out more often than their competitors. However, in today’s world, customers are exposed to a lot of messages every day. A Google Answers thread shows that different sources have come up with different estimates. Some range as low as 247 (Consumer Reports), but the standard estimate is that a customer is exposed to 3,000 ads every day.

After visualizing how a customer can possibly see 3,000 advertisements in a single day, ask yourself how many of those ads lead to actual purchase. I don’t know the number myself, but I would probably assume is is far less than 10.

So how do companies really get their marketing messages out there so that customers will actually buy them? Dr. Robert Cialdini, an American professor of psychology has detailed these strategies in his work which have been extended to social media. In fact, 6 Powerful Social Media Persuasion Techniques summarizes them very well.

Dr. Cialdini’s work centers around building a relationship to a customer. Some of the most important elements of Dr. Cialdini’s strategy are:

When you think about it, Cialdini’s theory is dead on. We all want to trust people and know that they have our best interests at heart. If a company wants us to love them, they need to give us a reason to. Then why don’t more of them try to actually engage with us? Most likely, they are either lazy or incompetent.

The rules of engagement for marketers have substantially in the last twenty years. When there were only a handful of companies, usually the ones with the largest marketing budgets won. Now if you are to be successful as a marketer, you need to show customers that you are going to go out of your way for them in ways that their competitors won’t. Creating a trust and a solid marketing approach isn’t difficult, you just need to be consistent about following through with it.

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