A Quote by Anita Roddick
I believe that conventional marketing techniques are increasingly ineffective. Customers are hyped out. They have been overmarketed. They are becoming more cynical about the whole advertising and marketing process.
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Marketing is your battle plan for the sales team - it's about defining the landscape. Marketing is doing cohort analysis and understanding exactly what possible customers are out there. It's understanding not only which customers will respond to what messages, but also how customers will become clients if you include certain product features.
Advertising has to be contextual, as the potential in 'push' marketing is fairly limited and is largely viewed as spam. Thus there is a need to get into 'permission' marketing and 'pull' marketing to deliver value to marketers.
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Permission marketing turns strangers into friends and friends into loyal customers. It's not just about entertainment - it's about education. Permission marketing is curriculum marketing.
When you view marketing from the vantage point of the guerrilla, you realize that it’s your opportunity to help your prospects and customers succeed. They want to succeed at earning more money, building their company, losing weight, attracting a mate, becoming more fit, or quitting smoking. You can help them. You can show them how to achieve their goal. Marketing is not about you. It’s about them. I hope you never forget that.
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Starbucks is not an advertiser; people think we are a great marketing company, but in fact we spend very little money on marketing and more money on training our people than advertising.
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The distinctions between advertising and marketing are blurring, requiring new roles and new forms of consumer-centric marketing.
Marketing has always been about the same thing - who your customers are and where they are.
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