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What customers really want from marketing

261 Views 0 Replies 1 Participant Last post by  Robin Jenkins
In most arenas, the longer you do something, the easier it gets. The more you practice the piano, the better pianist you become. The longer you work in the financial sector, the easier it becomes for you to spot market trends and make good investments. The same, however, cannot be said of marketing. Not only do technologies and techniques become obsolete quickly, there are a myriad more digital marketing options every month and it’s up to you to stay constantly updated on what works, what doesn’t, and what’s out.

Another challenge of marketing: besides other marketers, few people truly appreciate the work you do. Most of the time marketing is simply tolerated by the people who come across it, and more often it comes across as annoying.

Create marketing that is “cherished”

To overcome these challenges, author and president of Convince & Convert Jay Baer suggested, “One of the best ways to succeed in today’s massively competitive online marketing environment is to be truly and inherently useful—to focus on creating marketing that people actually cherish, not marketing that people simply tolerate.”

Focus on utility

Marketing that people cherish? It doesn’t sound possible. However, don’t underestimate the worth of marketing that provides true intrinsic value to customers. If you focus first on being useful, and then on marketing your brand, Baer said, “attention sales, and loyalty will follow, eventually.” So don’t be dismayed if switching to a more customer-centric version of marketing doesn’t yield enormous results right away. It’s value comes from long-term commitment to content marketing excellence.

Provide valid sources of information

One reason customers value quality information is because they are more educated and intelligent and active participators in the purchasing process than ever before. Google’s research has found that “In 2010, Americans needed 5.3 sources of information before making a purchase; but in 2011, they needed 10.4 sources of information.” That’s right, that increase happened in a single year.

Knowing that customers want pertinent, timely information should shape everything you do as a marketer. They’re going to get their 10 sources of information from somewhere, try to make sure as many of those as possible come from you. Be fair and equal in your estimation of your product’s worth, though, or else customers will dismiss your information as biased and unreliable.

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