In order to answer that, let’s look at this from 5,000 feet - let’s talk “high level” about marketing.
Marketing is and always has been the process of communicating value to your target audience. While the channel and craft has changed drastically over the years, the intent has not. Marketing has always been about influencing your buyer with your message.
So, more important than understanding how the trends, tools, and techniques have evolved is understanding how influencing your buyers has changed.
At the end of the day, all the right tools and techniques are only as effective as your approach to using them.
Things have changed.
There’s a good chance you can remember the days before the internet, and if you can’t, someone close to you can. If you can, you lived through one of the world’s craziest changes.
The late 1900s are going to be something that people talk about for ages. I wager that the creation of the internet changed the world on the same (or larger) scale that the creation of railroads did.
In both cases, a huge fundamental shift in the lives of humans was the outcome of innovation, and just as steel and steam connected communities in the 1800s, the internet has recently connected the entire world.
The direct effect on marketing.
As we have seen with innovation time and time again, new technology causes a change in the way consumers interact with you. With the internet, this change was driven by information and its accessibility. Today’s consumers do their own research. They rely strongly on social proof, and they want to come to you, not have you chase them down.
Take a moment to think about how your marketing strategy has changed to adapt to that shift.
If you answer is I’m not sure…
You should take a look at Hubspot’s Inbound Certification. Within the 4.5 hours of free classes, you will find a thorough explanation of how marketers are successfully influencing today’s buyers.
The course is focused around content, or inbound, marketing and really gives you the tools to start embracing this strategy within your organization. It’s focused, much like this article, to take a top down approach to the concepts. Basically, don’t expect to learn how to do something without knowing why you would want to.
If you don’t believe me, do a quick Google search of what people have to say about it. After all, that’s the kind of buyer you are - isn’t it?