By Patrick McFadden
I recently was reading a Mashable infographic, that stated more than 84% of 25-34 year olds have abandoned their favourite website because of intrusive or irrelevant advertising. More than a whopping 86% of people skip television ads. At least 200 million Americans have registered for FTC’s “Do Not Call” list. Over 91% of email subscribers have unsubscribed from an email list they previously opted into. I am positive you will find similar trends in Australia.
I think what’s clear is that some forms of traditional marketing are having a hard time. On the other hand, other forms of marketing works, but only when you go at it the right way.
Here are 3 marketing realities you can’t afford to neglect irrespective of whether you operate in the for profit or not for profit worlds.
- No one gives two hoots about your brand, product, service or whatever. This one’s hard. In fact, it’s the hardest truism about being in business today. Contrary to whatever you might think about your business, your prospective customers don’t really give two cents about you. It’s a hard pill to swallow. What the world does care about is solutions to problems. Your prospective customers are looking for solutions that can make their life better somehow, in some way. Whatever fits the bill – with respect to products and services – takes the cake.
- Competition has no face. Once upon a time, all that a company would have to worry about – apart from producing goods and delivering services – was competition from similar companies selling similar products. Today, competition comes in new garbs everyday. First, there’s the information overload that customers are slowly getting immune to (which means that they mastered the art of ignoring what you have to say). Second, the competition comes from smarter and leaner companies that have learned the art of keeping customers engaged.
- Marketing is the new way of giving. Capitalism is still about making a profit. It’s just the way profits are made has changed with marketing. This new line of marketing calls for “selflessness.” It calls for giving away more than you ask for. It calls for altruism, generosity, and spreading buckets of value through content, information dissemination, and relationship-building on social media. Take whatever route you like, just make sure you give!
About Patrick: Patrick McFadden is a Cause & Effective Associate. He is the marketing expert to call when you want social impact … not just words. He is also an advisor and featured marketing contributor to American Express Open Forum and has been named a marketing thought leader for small organisations. He is available to give your Cause one on one marketing coaching.