Wednesday, November 2, 2011

It’s not a new but “over-hauled” marketing.

It's an "over-hauled" marketing.
I like to make things simple, without unnecessary complications. I have recently read many posts and comments talking about a "new marketing", and also the existence of a “new consumer”. And I do agree. Thinks have significantly changed, but have they changed so much as to have a “brand new marketing”? I don’t think so. Sometimes I wonder if we don’t make our own lives more difficult with so many labels and new words we like to use to identify every new trend.

Isn’t it that way with acronyms? You know those groups of letters that are generally used to abbreviate long names? Are you familiar with reading, for example, SM instead of "Social Media" or GPS instead of "Global Positioning System "? It can also get confusing many times simply because the same acronym can mean two completely different things depending on the industry you are referring to.

But hey, without drifting off topic, I want to review with you what marketing is really about, and take off some of the labels we've posted on his back lately.

Is this a "brand new marketing"? Out of the box? I think it’s not, and here’s why: In the end, the goal remains the same. Companies develop the necessary actions for the product or services they offer to bring them to the hands of the person who might need them. There will be many other things to be considered but all of them will be closely related to this process.

You, as the company manufacturing a product or offering a service and, through a series of coordinated actions make them available to your customers. Some processes are more complex than others, requiring large retail chains, pricing and promotion policies, incentives, etc. Others are, by contrast, very simple: decide how much your charge per hour of work will be and offer your services to the person who contacted you by email.

In both cases, it’s "marketing" even though the products are completely different. So what's the big difference that we must consider between the marketing we do today and the one we did 10 years ago? I think we can all say it with one word: tools!

Yeap! It’s about tools. The difference is the vast amount of available tools, some of them for free, some of them for a fee. The real change is on the way we play the game: the rules, but only the rules. The game remains the same.

Think of an airplane pilot 25 years ago. All they had to calculate their flight path was a compass, a stopwatch, a set of charts, some basic electronic navigation instrumentation and little else. Compare to an airplane pilot today who at least has a GPS (to return to acronyms) or at best, an FMS (for Flight Management System), and autopilot and so forth. Has the old one stopped being a pilot? Sure not. What is the difference between this one and the other one? Must definitely the tools.

And the same thing has happened in every area of ​​our lives. There is no professional segment, or activity that hasn’t been incredibly developed due to new technologies. In fact, let’s look at ourselves. I’m now writing this post from my laptop, lying in bed, on Saturday morning. Could I have being doing the same if, instead of having a laptop, I had one of those heavy old typewriters? Could I be doing the same if I didn’t even have the typewriter?

On my opinion, the difference is based on the tools we have available today. The scenario remains the same: I want to share photos with someone in another country; I want to buy something that I don’t find on the local store and need it right away; I want to learn more about a book I'm reading, and so on. What is the difference? It’s the available tools.

Marketing remains the same, only now it has acquired some new toys, which have "overhauled" it and had made it closer to us, more powerful, flexible and effective. Don’t you think?

Related post: ¿Who is consumer 2.0?

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