Marketing is the act of trying to persuade people to purchase goods or services from your particular business. In the beginning, the channels of media that were used were print such as; catalogs and newspaper or magazine advertisements and in broadcast such as; radio or television advertisements. This type of advertisement has been very effective in the past. However, now in a world of connectivity at your fingertips marketing has become a bit more complicated. Now, advertisers are incorporating this effective old school way into the new world of cyber marketing. Blogs, social media posts, videos, and websites have now replaced print and broadcast. However, even in a new cyber world, marketing is still basically the same principles.
The Four P’s of Old School Marketing
These “Four P’s” are as follows:
Following these four P’s were very successful in the non-internet world of marketing. They created a customized need for the product by emphasizing or deemphasizing certain portions of their product or service, making the customer feel like they, personally, needed to purchase the advertised item or service all while being company-centric. That’s why some companies, such as Crisco, for example, do not have to spend any money on advertisement. They built a name for themselves long ago and are now trusted, which means they just coast on through. These four P’s have been replaced now that we are in the age of technology.
The Six C’s of Today’s Cyber Marketing
These “Six C’s” are as follows:
These six C’s are centered around the consumer. With the reaches of social media, it is easier than ever to establish contact with your consumer, communicate with them in a more personal way than could be done ever before and build a community around them. Consumers want to feel valued and appreciated, especially for being loyal to a product or company. Social media allows for both positive and negative conversation which can help with marketing (by consumers link sharing or leaving good reviews) or can help the company to maybe fix or change some things that will make their customers happier. The whole reason behind all of this is to make loyal customers that are going to, essentially, sell your product or service for you by recommendations.
Modern Day “Permission” Marketing
Permission marketing is a simple way to allow consumers a choice as to whether or not they want to be advertised to. If they have an interest in your product, they can come to you. This is a very effective way to market, not to mention, probably the most inexpensive. Simply by requiring a consumer to like and share your social media pages or asking them to join your mail list before they can get full access to your site’s content, gives the consumer more control. More choices. If a person is very much into what you are selling, they will have no problem completing these tasks. If they do not want to, they don’t have to, they just cannot receive an entry to your contest or giveaway or read all the valuable information posted on your website. Consumers, these days, appreciate this approach to the alternative type of marketing.
Old School “Interruption” Marketing
Just as the name implies, interruption marketing is the act of interrupting the consumer to sell them your product. Ways interruption marketing is used is through television and radio commercials, as well as, everyone’s favorite middle-of-dinner telemarketing call. These tactics interrupt the consumer who is watching their favorite show, listening to their favorite music or eating a meal with their family. Many times consumers have zero interest in what these advertisements are for and sometimes it even turn them off from a particular product or company. Not to mention that studies have reported that for the amount of money spent on this type of marketing versus its effectiveness, it is considered a complete and total waste.
Push marketing is also known as outbound marketing. This type of marketing includes telemarketing calls, advertisements via television, radio and print, as well as unsolicited junk mail, either e-mail or standard mail. This goes hand in hand with interruption marketing. The modern consumer does not care for this old school form of marketing. They do not have time for such things and they can begin to come too often and in too much of a volume that consumers begin to just ignore it all together. It has become extremely ineffective and probably loses more customers than gains new ones.
Just like push marketing goes hand in hand with interruption marketing, pull marketing goes with permission marketing. Companies with this consumer-centric approach simply make themselves and their products easy to located in an internet search and allow the consumer to come to them. This is considered inbound marketing. Companies can utilize many avenues to achieve pull marketing such as; blogs, social media outlets (such as Facebook or Twitter) and of course an informative, helpful and well-designed website.
It’s obvious that a lot of the old school marketing tactics are now defunct and have no place in this modern world of technology and instant accessibility. Companies need to shift their focus of the center of their marketing campaign from company-centric to consumer-centric. Companies need to refocus their efforts to make a uniquely personalized experience in a community setting in order to reach and keep consumers. Some companies, whom have been around for many years, find this change in marketing unsettling. However, slowly most are coming around. Companies are beginning to realize that without some sort of internet presence, things may go down for them rather quickly and they are chancing the future of their company and products by not being available on the web.
With the rate that technology is advancing, the ways of advertisement and marketing are going to continue to change rapidly. Keeping the good parts of old school marketing such as, authentic, interesting, helpful content on your website is still very effective. However, using different channels on the web such as Facebook and blogs to get your information out, is going to be how to draw customers to you.