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The Continuing Marketing Revolution

December 28, 2014 - Business Psychology -
By: Chris Riley

They say the only constant in life is change, and nowhere is this—admittedly somewhat tired—aphorism more true than in business and marketing. Learning, adapting and taking risks are an integral part of successful marketing. While there will always be some static truths, more often than not old strategies will eventually stop working and need to be replaced with tactics reflecting the needs of an audience that has altered its expectations.

The evolution of roles like Chief Digital or Information Officers (CDO/CIO), the availability of strong marketing analytics and the rise of the tech evangelist are all recent advancements that top companies are adopting quickly. And, in terms of demand generation and nurture, most companies have implemented fully automated systems that are deeply connected with their product. Directing manual effort to the top of the sales funnel is just not worth the cost when CRM systems are so powerful and efficient. It may feel a little paradoxical, but eventually this approach does create a marketing atmosphere that can be a little too much for the average person to sift through and leads are lost.

The logical response to so much noise in the marketing environment is to switch back to the “pull model” by using social media and in-person interactions for first, second and even third customer touch points. Rather than relying on a one-size fits all marketing model that takes up space without offering real value, this approach requires a shift to peer-to-peer engagement, either in-person or online, that is subsequently backed up by providing honest and useful content the target audience can actually appreciate.

Not only does this strengthen your capacity for lead generation, it also reduces customer churn rates. The reality is that connecting with potential and current customers on a more personal and psychological level increases the value of your relationship and will ultimately cut customer-acquisition costs. The integration of roles like Chief Digital or Information Officers (CDO/CIO) into the business structure, the shortening of response time to marketing analytics and the rise of the tech evangelist are all recent advancements that top companies are adopting quickly to ensure they maximize every opportunity to stand out from the constant barrage of inbound messaging customers experience daily.

Marketing will never be the same as it was ten years ago, or even five years ago, and it definitely won’t be the same in another ten years. Innovation and early adoption of new marketing tactics are now prerequisites to success.


Chris Riley (@HoardingInfo) is a technologist who has spent 12 years helping organizations transition from traditional development practices to a modern set of culture, processes and tooling. In addition to being a research analyst, he is an O’Reilly author, regular speaker, and subject matter expert in the areas of DevOps strategy and culture. Chris believes the biggest challenges faced in the tech market are not tools, but rather people and planning.

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