MARKETING FOR
THE NEW
MILLENIUM
A key aspect of marketing is about communication and
sharing information
Historically, we have communicated and shared
information for a variety of reasons
 Religion/Beliefs (Moses and the 10 Commandments)
 Politics/Rules/Regulations
 Events like war
 Community and Family…. and
 Products/where to get things we need or want
The ways that we communicate has changed radically
over the ages…
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So what’s all this got to do with marketing?
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Marketing, traditionally has been based around the 4 P’s:
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Product- what is it? What can I do with it?
Price- how much will it cost?
Place- where can I get it?
Promotion- how did I hear about all of the above?
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The P’s need to be carefully communicated in order for the
customer to understand and access the product:
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But things have changed.. Radically and we have a new set
of P’s
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Why? Because the tools of communication have changed.
We are now in a digital age!
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As communication has changed dramatically,
the impact on marketing has also been
dramatic!
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With the changes in technology and the advent of
digital media, the customer has not only become more
engaged with the buying and selling process but they
are having an impact on all aspects of product from
concept through production to distribution to
marketing.
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Some would argue that the customer is now..
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As a consequence, marketing is now totally “customer
oriented” not product oriented. So any marketing
efforts must put the customer front and centre and
consider them in all aspects of the production and
marketing process
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So what is the future?
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What should I understand first as a business if I am
to embrace the digital age and the new social media?
Understand that digital marketing is like
grooming, it is trying to turn suspects into
prospects and get them to your site or
portal.
It’s about opening up conversations
and
discussions but in the digital and social media space
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So what are the basic tools that I should use to launch
me into the digital age and establish my footprint:
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An internet connection- & Domain Name
An e data base- most important
A Facebook Page
A Facebook Fan Page
A Website that can support SEO
A Blog.. For talking about your product
A Twitter Account… but before you do that there’s some old
fashioned advice you must take on board
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But in order to maximise your opportunities in the
digital space you must have:
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A marketing plan has some key elements backed up
by research that will support your digital campaigns:
• Product Knowledge- F&B
• Market Intelligence- My Target Market
• Customer Intelligence• Strategies and Plans of action to get the
messages out there and keep the messages
happening
• Ways of providing conversations backwards
and forwards between customers and
businesses
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This is all connected to what we call a brand. It’s more
than a product, more than a business
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This means that you must:
• Understand your product and be able to talk about it
in a passionate way
• Be able to communicate the essence of your product
and create an emotional connection to it for your
customers
• Be responsive to your customers; listen carefully to
them and try understand their needs
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It’s not so much about products, it’s about people
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In practical terms you need to have a digital media
strategy within your marketing plan
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But in developing my digital footprint do I throw the baby
out with the bathwater? NO!
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Brochures
Flyers
Snail Mail
Real time- live launches
Print
TV
Radio
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It all depends on your product and your budget.
So think about the following:
• What are the most appropriate forms of
communication for my product/s?
• What is the best way to maintain contact with my
customers?
• What might be the best mix?
• Have I got more time than money, so I can spend
time blogging?
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