I've been reading a book called Marketing 3.0 and it's about how marketing has evolved and what the state of marketing is.
In the mid 19th century, marketing was focused around the product. Get the product out there, get distribution and manufacturing right, promote the facts and features. Pretty much, the more advertising you did, the more sales you made.
Then, as competition heated up, those old ways started becoming less effective and marketers moved to customer focused marketing. Excellent customer service, customer focused products and thinking, CRMs, solving problems. Bringing emotion and feelings into the mix.
Today, we're now at the next level. We talk about tribes and making a difference in the world. About our values, our drivers and visions.
As we develop our businesses in today's market, it's becoming so important that we're clear about our values and vision. It's what has our customers flock to us, be loyal to us and support our growth. After all, if we're fulfilling on their common values and vision, why wouldn't they want us to grow? Simple really!
So the first step for our businesses is to determine... what ARE our values and vision? What difference are we making in the world?
It's no longer sufficient to provide a great product and a fantastic customer service. We have oodles of choice now, I want to buy from a company that believes what I believe.
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