Marketing is an ever-evolving process, and as we take a trip through time, we’ll find it took on a glamorous stance back when hard sales took the limelight during the days of Mad Men advertising. Marketing was a luxury meant for businesses who can afford to make TV commercials and make it to the billboards, but the landscape took a 180-turn when you fast-forward to 2021.
Nowadays, marketing is accessible to everyone — from average people to Fortune enterprises. After all, marketing today doesn’t focus on making sales. While that’s a secondary goal, most focus on a brands’ importance: creating meaningful and deeper relationships with their customers.
Now that marketing has evolved to become a more user-centric landscape, what are the new fundamentals that make a compelling strategy?
1. Marketing Today Focuses on Understanding and Meeting People’s Needs
Back then, businesses were all about selling services or products that made them unique. People should come to them to solve their problems, but marketers have realized the importance of understanding their audience’s pain points over the years. Marketing is no longer advertising but a medium to know what shapes the customer’s buying journey.
After all, they need to study their market’s behaviour, interests, and problems to improve their services or products based on research-driven data. People nowadays also don’t randomly click on ads — it needs to engage them first and show how your brand can offer something designed to uniquely help them.
2. Marketing Today Establishes an Open Line of Communication with Customers
As mentioned before, marketing was an aloof medium that showed the glitz and glamour of media. But the digital transformation changed the way marketers approach marketing and instead of putting the spotlight on products or services, marketing has also evolved into a channel that sparks conversations.
Marketers don’t tell customers to buy a brand’s products. Nowadays, it’s all about opening lines of communication so businesses can bridge the gap between themselves and their customers. With more means to meet in a two-way street, companies and consumers can exchange valuable insight that helps improve their business as a whole.
3. Marketing Today Aims to Educate
Since marketing now engages customers in conversations, branding now establishes its presence by providing user-centric content as a big part of its marketing arsenal. Beyond putting the spotlight on what a business offers, marketing leaves plenty of room to talk about relevant topics.
Educating people gives them a choice to understand their buying decisions, which improves your relationship with them since it positions your business as someone willing to empathize with their customers.
The Bottom Line: Breaking Down Old Walls and Building Your Marketing Strategy Using Three New Pillars
It’s easy to conclude that the bottom line for every business’s marketing strategy is to make sales. While it’s a realistic goal that keeps professionals alive, increasing revenue only falls second as marketers now focus on creating a positive shopping experience for their customers.
With that in mind, the three pillars above perfectly describe marketing today: empathetic, educational, engaging, and user-centric.
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