Dear Managing Director/C.E.O./Owner/Proprietor/Boss,
The way that people seek information and buy is changing rapidly, dramatically and forever.
You have probably changed the way that you buy some things – using Google to search for things, holiday booking sites for great deals and price comparison sites to compare prices. If you have young people in your family or know them you will see them using Google for the answer to nearly everything !
This change puts the power in the hands of the searcher and buyer. They will seek information on your products and services when they want to. They will to some extent ignore your ” Interrupt driven ” efforts to make them think about you, your products and services ( Mailshots, emailshots, telemarketing, advertising etc. etc. ) in the same way that you may ignore people trying to sell you things in this way. Although you still may catch them at the right time or with the right offer.
Of course the fact is that we are part way through this process and so some of the older ways are still valid now and will be for some time.
This change in the way information is gathered and products and services are purchased has been facilitated by the appearance and development of the Internet.
Of course, at present, some people use the Internet a lot and some people not so much. You might use the Internet for email but may not be on Facebook or Twitter.
If we look at the graph above we can see a number of things:
1. That business to business marketers ( B2B ) have a range of options to get the attention of their target customers. 4 of them are Internet related ( social media, virtual events/webinars, search engine optimisation ( SEO ) of websites, paid search advertising ( PPC ). 1 can be Internet and/or traditional media related – Public Relations. The rest are ” physical ” – phone calling, mail shotting ( N.B. email shotting is Internet related ) , attending a tradeshow or advertising in physical media e.g. a paper or magazine.
2. That 6 of them are outbound or ” PUSH ” marketing and 3 of them are inbound or ” PULL ” marketing. ( Although I think that paid search and Internet PR can also be regarded as ” PULL ” marketing in some ways. )
3. That marketers themselves expect to put more time and money into the first three to five than the last four.
You probably know quite a lot about the last four ( although each of these needs to be done well to be effective at all ).
You probably need to know more about the first 5 ( plus email shotting ?? ).
Subsequent ” Letters from Marketing ” will help you to work out where you are in terms of your preparedness and ability with these 5/6 and also how you can develop these areas.