This is Not Your Mother's Market

Updated: March 04, 2011

Marketing in the New World

Social Media, digital marketing, websites, videos, and integrated content—they all give us the tools we need to create powerful relationships through marketing stories. But before we jump into using these communication mechanisms, let's discuss a few new premises in today's digital marketing world. You can't use "the way we've always done it" in the new world and be successful.

Here are a few key tips to gain credibility and retain your audiences:

Be truthful. Making false promises, creating fake success stories and all the other bogus claims won't get your business ahead. It will sink your opportunities. Today's audiences are too smart and too well informed to fall for that fake crap. Stop it. Tell the truth, honestly. If you don't have the value to tell the truth, then go back to the drawing board and find it.

Enough with the hyped up messages. People are just plain overloaded with hype and SPAM. It's the bane of social media and the backlash is becoming significant for those who continue to play that same old game. Hype marketing has gone the way of the Dodo bird. You push your audiences away with big flashy claims. That's especially true with interactive social media as well as your blogs and e-communications. Inform and advise. Leave the hype to that oft lambasted used car salesman.

Be yourself, warts and all. We are programmed to think we have to show perfection for our products, services, leaders and our company. That couldn't be farther from the truth. We all know that none of us are perfect—our businesses aren't perfect and neither are our products and services. So many business disasters could be avoided—after the incident happens—if we simply told the truth about our flaws. Open the kimono and be real. That's whom your audiences want to know—the real people and culture behind the company image. People trust the company that is 100 percent open, above board, honest and, well, slightly imperfect.

Customers want to trust you before they buy from you. So be the real people they can trust. Let them see who you really are. That's the best way to build relationships.

Featured Research
  • The Best Hosted VoIP Systems for 2018

    Is your business looking to adopt VoIP in 2018? Or perhaps you have VoIP but would like to update your system? If either of these apply to you, make sure you research your options ahead of time. Knowing what features you need will make the process of choosing much easier - and ensure you maximize your ROI as well. more

  • 7 Signs it's Time to Upgrade Your Video Conferencing System

    We’ve widely covered the importance of video conferencing tools for businesses of all sizes - but simply having a video conferencing tool isn’t enough. An outdated solution that isn’t providing all the communication tools your business needs will only hold you back. If you’ve had your current solution for any length of time, you should perform a quick assessment to make sure it’s still the right tool for your business. more

  • Debt Recovery Resources

    Debt Recovery Resources is a debt recovery agency with over 30 years' of experience specializing in a wide variety of collection matters including, but not limited to more

  • eBook: The Truth About Cloud in Small Contact Centers

    What if the cloud could radically improve your customer’s experience, your operations, and your bottom line? There’s a reason why many organizations are taking advantage of the benefits of cloud for contact centers. more

  • Nucleus Research: Genesys PureCloud Makes Omnichannel Accessible

    PureCloud was designed to simplify the way you manage customer relationships. It’s powerfully simple, fast and intuitive. But you don’t have to take our word for it. Get a better look at the benefits and tools of Genesys PureCloud in a new report by Nucleus Research. For their study, Nucleus examined past and current customer experiences, breadth of functionality and results of use. more