“Changes in latitudes, changes in attitudes, nothing remains quite the same.”
I doubt Jimmy Buffet had marketing in mind when he wrote these lyrics, but they accurately describe the challenges marketers face these days. The pace of change continues accelerating, driven largely by advances in technology, shifts in the global economy and significant lifestyle changes. For example, the digital age has forever changed the way people interact with one another, we now realize that we are but one segment of a global marketplace, and a family unit looks quite different than it did a few generations ago.
So marketing has become more challenging, right? Right. But here’s a little secret: People still go through the same buying process they always have, and they still make buying decisions for the same reason (perceived value). Now before you write me off as a heretic or a madman, allow me to explain. Somewhat simplified, these are the steps we take to make a buying decision:
1. We recognize a need or want – “Another repair? Time to look for a new car!”
2. We define the solution – “Let’s see, do I want another sedan or an SUV?”
3. We gather information – “What the heck is a ‘crossover’?”
4. We evaluate what we’ve learned – “Hmmm, this gas mileage isn’t very good.”
5. We make a purchase decision – “Oh, why not. I’ve always wanted a sports car.”
The significant change is not in what we do, but rather how we go about doing it. And, yes, technology (think Web and social media) is a major factor. But it’s not simply that the Web provides easy access to product information and the ability to purchase without leaving home. It also empowers us to find information from the sources we choose, instead of relying on what the seller wants us to know.
In essence, this is the sea change: The buyers, whether B2C or B2B, are the ones calling the shots. They want to get information from the sources they choose, including current or recent users of the product or service.
What this means for you, fellow marketer, is that the old “tell ‘em and sell ‘em” days are over. Today it is critically important that you (1) Really get to know your existing and potential customers, (2) Thoroughly understand their wants, needs and sense of value, (3) Engage them in an ongoing relationship, (4) Create strategic, not tactical, marketing schemes (5) Apply your resources to profitably satisfy your customers.
All it takes is sound, strategic planning and a little hard work. Of course, a good sense of humor helps, too. For as the Bard of Key West reminds us: “With all of our running and all of our cunning, if we couldn’t laugh we would all go insane.”
Have a marketing issue you’d like help with? Comments or Questions? Send them to njv@njvallone.com
NOTE: Lyric quoted is from the song: Changes In Latitudes, Changes In Attitudes, 1977, Jimmy Buffet.
Tags: Business