July 13, 2010 Michael Bickerton
Funny how things have changed … used to be you’d spend a whole lot of money on advertising, just to tell your customer how great you were, how great your product was. The old economy and message were all about telling the customer what your brand was and what it meant. Today we need to ask our customers, what is our brand and what does it mean to you?
Very different messaging, in fact, an upside down change from just a few short years ago. Have you looked through the newspaper lately? How many full page ads do you see in there these days? Do you recall 4 or 5 years ago, there was a full page ad every third or fourth page. Again, that change word … if you’ve been following my blogs you’d come to really appreciate that word. “Change“.
1) Focus on your product, skills and your talents
2) Remember, you are in the service business (no matter your business, it’s about service)
3) Measurement, everything online can be measured
4) Revenue opportunities have changed, you need to be open to new ways of doing business
5) Champion the people who buy your product, engage them
Big changes, focusing on the customer is the job of everyone and should be the focus of everyone in your company. Spending some time analyzing your relationships with your customers should be your first step. Making you sure you are what you say you are is the only way for you to build your brand. Your digital agency can assist you in this process. Prices and costs of marketing and advertising will continue to go down, while the effort required in development will continue to go up in the inverse.
The fundamental change; it’s not about telling your customers, it’s about sharing with them. This is next generation advertising.
Michael Bickerton, Raven5 Ltd, July 2010