One of the most useful search engines on the web right now is YouTube. According to the comScore June 2010 Search Engine Rankings, YouTube ranks second overall, trailing only Google. Despite this fact, I almost always overlook it whenever I’m searching for ideas and inspiration. I’ve made it a point to explore it more often because there is so much great content just a few keystrokes away.
One recent video I came across was an excerpt from a live staging of the classic McGraw-Hill “Man in the Chair” ad that was presented at the Business Marketing Association’s 2009 national conference.
The video really got me thinking about our overall approach to marketing, especially from a historical perspective. Things are arguably more complicated now in comparison to 30 years ago, what with the continued influence of the Internet as a marketing channel and the rise and evolution of social media technology.
Yet despite these sweeping changes, the goals and objectives of marketing have remained relatively static since the beginning of time. What has changed, however, are the expectations of those we are marketing to.
Years ago, businesses were able to get by with an elaborate sales pitch, glossy brochure, some sharp copywriting and a vague client list to earn trust and build business. Now, however, consumers expect (demand) that they can learn about who you are, what you do, what you stand for and what others think quickly and easily.
In order to live up to evolving customer expectations, your business’s marketing strategy, tools and tactics must evolve as well. You need to use the tools, technologies and platforms that your clients/consumers are using to connect with them where they are or miss the opportunity to connect with them. Transparency is the buzzword du jour.
This video does a great job of driving home the fact that fundamentals are fundamentals for a reason, and that change is a constant. You can’t afford to ignore the basics any more than you can ignore significant shifts.
What changes and shifts are you seeing? Is the advent of all of these new channels making it easier or more difficult to connect with your customers, clients and prospects? Let me know in the comments area below. I’d love to know what you think.