The customer has taken charge and will no longer stand for having products and services shoved on them. Information access has put the customer in the “driver”™s seat” never to be successfully “push” marketed to again.
Hudson Valley organizations must convince skeptical consumers and gain trust so they want to do business, “with you.” Acknowledging that technology blocks accessibility, get customers to call and contact you by empowering them to have fun. Give them a say in your marketing efforts … they won”™t play a passive role anymore.
Joseph Jaffe, author of “Life After the 30-Second Spot,” assures us that people still want marketing but in a completely different way. Jaffe states that there are many reasons demanding this change and a variety of effective solutions. Which marketing solutions are best for your organization?
Before discussing solutions, realize that the Internet has facilitated the customer taking charge through access to information. This empowers skeptical consumers and makes comparison-shopping just a click away. Amazon overcame skepticism by publishing book reviews, not by Amazon, but by independent readers.
A growing frustration for the medical profession is that demanding patients are researching their specific ailments and can know more about them than their internist. Even though consumers want control, they are still pressed for time. If you can gain their trust, most would prefer to do business with you.
Technology allows blocks to accessibility, so customers control when and how you can reach them by:
- Joining do-not-call lists.
- Employing spam and pop-up blockers.
- Using caller ID.
- Commercial free satellite radio and the DVR.
The good news is that to thrive in this new, consumer-controlled environment does not require a mega-marketing budget. When starting out, Starbucks had virtually no marketing budget, nor did Amazon or eBay.
What you do spend should empower consumers and give them a say in your marketing efforts rather than making them play a passive role. The Internet gives customers what they want through blogs, social media and interactivity. Are you fully utilizing these free tools?
Your website should treat consumers with a level of respect and helpfulness that makes them want to buy your products and services. It should encourage them to come back regularly. It should emphasize meeting their needs and tell them why your product or service is their best solution.
Through interactivity, all Internet marketing should draw people in and let them have fun by participating in your process. Most Hollywood films are now launched with an Internet gaming version as well as a gaming print magazine. Chrysler was very successful with its “Road Ready Streetwise” game. The average player was age 45.
Effective Internet marketing will demand knowing who your targeted customers are, exactly what they want, and ultimately finding creative ways to immerse your offering into an engaging game design. Carefully study and consider your targeted customers”™ values, hobbies, demographics, interests, passions and goals.
Figure out how you can better connect with potential customers in cyberspace by delivering a fun, interactive and intriguing experience. Create so much interest and excitement that they both play your game and buy your product or service. Isn”™t that what successful marketing should always do?
Questions for discussion:
What useful information can we provide a customer or prospect with that puts them on the right path to solving their problem and prompts them to ask us to provide more?
How can we make the customer experience of visiting our website, blog or social network fun and engage them to the point that they keep coming back for more?
Joe Murtagh is The DreamSpeaker, an international keynote speaker, meeting facilitator and business trainer. For questions or comments, Joe@TheDreamSpeaker.com, www.TheDreamSpeaker.com or call 800-239-0058.
