I’ve been covering marketing for almost a decade now between Target Marketing and Catalog Success (not to mention some work with EM+C, All About Email and a few others). One word I say far less than I ever thought I would is “advertising.”
That’s because, when you look at where marketing is now and where it’s going, it’s clear the future is beyond advertising.
That doesn’t mean advertising — paying to run ads on TV, radio, the Internet, your friendly neighborhood Target Marketing magazine, or anywhere else — is going away. But the universe in which you communicate with your customers and prospects has changed, and so has the role of marketing in the company.
Ads used to be the centerpiece, now they’re just the tip of the iceberg.
The customer journey might start there, but it’s going to run through miles and miles your own emails, content, demos, reviews, social media, direct marketing and customer service. And those extra miles do more to define your brand to those people than any ad ever could.
Going Beyond Advertising
One marketing expert who’s very aware of that is Dr. Yoram “Jerry” Wind, lauder professor and professor of marketing at The Wharton School, founding director of the Wharton SEI Center for Advanced Studies in Management, and primary author of the book “Beyond Advertising: Creating Value through All Customer Touchpoints.”
Wind will also be the closing keynote speaker at the Integrated Marketing Virtual Conference on June 23. And 10 attendees to that session will win a free, autographed copy of the book “Beyond Advertising!”
“Beyond Advertising” is based on a multiyear, in-depth study of marketers and agencies throughout the world designed to learn how marketing will look in 2020. The conclusion they came to is that marketers are going to need to be able to manage the customer experience to create value across all their touchpoints with your company.
The book gets into the forces of change that you can harness to propel your company where it needs to be, as well as the mental models that you need to challenge because they stand in the way of change. And Wind will talk about those during the keynote, too.
What I want to focus on here is the all touchpoint value creation model that emerged from this study, outlined in the image at right.
The core idea of the model is that someone needs to be orchestrating the elements of your company that touch the customer, which is very nearly all of them.
If you align your products with the goals and community orientation of your target customers, provide a unifying brand focus that rallies the people in your company with those goals, and orchestrate all of your customer touchpoints to deliver experiences that reinforce that focus and help your customers reach those goals, then you are creating value for your customers at all touchpoints and become more than just another commodity in their lives.
In this model, you’re emphasizing the types of interaction that add value for your customers, and advertising represents just a couple of those touchpoints.
You can hear more about the M.A.D.E.s and R.A.V.E.s in the interview I did with Wind earlier this year.
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