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Archive for August 21st, 2011

Today’s  marketing is ANYTHING but a linear process

Not all that long ago, it was virtually a given when studying marketing to learn about the sales funnel the top-down model of building a customer base.

Social media has largely changed that. A fantastic article from Marketing Profs details this shift and the emerging winding road that is now the “client cycle.” Whereas metrics knowing WHERE your clients and customers are coming from are still important, the methods for tracking them has changed in response to the new marketing. According to Marketing Profs:

Whether they’re interested in a new pair of shoes or a new virtual private network, future customers can first engage with a potential purchase in many ways. That engagement could be via a billboard with a URL that they type into their smartphone’s mobile browser, or a click on a Facebook wall post from a friend’s feed, or a search on Google.

* * *

The best marketers can hope to do in such an environment is to manage the process so that even though all roads may not lead to Rome, eventually all roads lead to, and through, digital “toll booths” of content and information exchange.
What this means is there’s no right way or wrong way to begin a book marketing campaign, and there is no correct point of entry. That being said, you have to start somewhere. Do your research to determine where YOUR readers are most likely to come from. I still believe a blog is one of the fastest ways with the best return when it comes to staking a claim for your market, but you must determine the right way for you.
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Once you understand that marketing is not a linear process, you can embrace the holistic approach necessary to create your various on- and offline “toll booths.”
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The takeaways from this message are important:
  • We are inundated with thousands of marketing messages every day.
  • People are taking diverse paths to find the market for the goods [books] they consume.
  • You are missing the boat if you are not using a diverse strategy to reach them.
  • Your diverse strategy must include BOTH on- and offline components.
  • A deep understanding of relationship marketing is utterly essential.
  • Relationship marketing means the focus is on the prospective buyer, not the campaign.
  • You are not your buyer, even though you wrote the book they will wind up buying.
  • We need new tools to measure the new marketing.

As Marcie said early on, the most important thing is that you get started!

Happy marketing…

Laura

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