In This Chapter
This is the Marketing 2.0 model: In all communications, companies need to engage and address the needs and interests of the consumer or risk losing credibility and quickly becoming irrelevant. Marketing is less about generating one-to-many discussions and more about creating an ongoing dialogue with customers. This allows companies to stay on top of customer preferences and concerns.
New marketing looks at customers' actions — clicks, shares, e-mail opens, shopping cart surrenders — to generate a truly targeted conversation. Old marketing took demographic information about customers and put them into silos or segments. Marketers would craft messaging to reach specific groups of demographics, but the truth is, a demographic isn't enough information to provide a true picture of your customer. For example, a 22-year-old consumer may conduct online research before sending her parents to an over-50s resort, or a grandmother may look to contribute funds to a younger person's college education. In these situations, the target audience isn't necessarily the typical target audience. Old marketing would have us crafting incorrect messaging to these customers based on blanket assumptions. New marketing allows us to start considering specific actions of individuals and connect with our customers in a more personalized way.
Knowing how our ...