The Way You Market Changes, When The Way People Buy Changes
Over the past handful of years, I’ve had the good fortune to experience two sides of the consulting coin: owning a consulting firm and marketing consulting services. With this experience, I’ve been able to collect some serious insight into what’s changed in today’s business environment and what’s stayed the same.
The game of marketing has not really changed that much — the job is to attract the attention of narrowly defined client within your target market who has a need, gain trust, build relationships, provide value and help them solve their problems — in the end, if you are to succeed, that means a process approach to marketing.
What has changed dramatically, however, is the way you accomplish many of these jobs.
Lately, I’ve been speaking to business owners and CEOs of small businesses on this one point of view: “be market driven, not marketing driven.” When your client information consumption, research, and buying habits change so does your marketing.
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