When was the last time you received a letter from the from the owner of the company thanking you for buying their product? When was the last time you walked down the street to your local grocer to see the owner helping you and other customers? What about the quality of products you bought, was your attitude of excitement any different from today? Did you always walk away knowing what you bought was going to last?
I am not trying to take a trip down memory road or get “mushy,” but the way we process, create, communicate and deliver products and services is not the same. Instead of marketing to the neighborhood we are marketing to the world. Instead of creating products for the few we are creating them for the masses. I often ask myself what lead us, as a people, to change or broaden our focus. Did we do it because of greed or was it out of desperation because we had no choice to either “go big” or “go home.”
I was reading an article the other day regarding the usage numbers of smartphones in the world. We have surpassed over 1 billion smartphone users. How do you market to over 1 billion people?
So where has marketing gone? It is still here. It is more broad and maybe even become more specific. Marketing is about identifying specifically the who and not just solving a problem. Marketing is about precise delivery and less about the uncontrollable.
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