There comes a time when a business must make the decision to change. Change the way they are developing marketing initiatives and using marketing technology. There comes a time when the marketer and the consumer must say, “Dear Marketing, I’m no longer in love with you. I want to build something deeper and stronger. A relationship that drives value on both sides.
I sat down this morning to look over (and review) Permission Marketing by Seth Godin. It has been a book that I read published and every year since. One of the famous quotes from the book is the following:
Businesses can no longer rely on traditional forms of interruption marketing in magazines, mailings, telemarketing, radio or television.
I would change the quote (slightly) to fit my thoughts for this morning.
Businesses can no longer rely on single, traditional forms of interruption marketing in magazines, mailings, telemarketing, radio or television.
I still believe that traditional marketing works but my love has died… a slow death. My love is rekindled when personalization, permission-based messaging is delivered in the right medium… to the right person. Seth’s book has been published since 1999. Count them up… that is thirteen years! Thirteen years and we are still dealing with marketers using separate forms of blast marketing to reach a group of consumers.
You can’t rely on a single form of communication to pull people towards a brand or product.
Remember:
Anticipated. Relevant. Personal. Integrated. Delivered.