I often discuss how marketing has changed, but in this post, I want to emphasise one thing that marketers MUST do in 2016 that will assist their business.
Jean Watson said "Caring is the essence of nursing".
In looking at what marketers MUST do, the number one priority is simple - actually care for your market. As simple as it sounds, the most effective and communicative marketing campaigns in 2016 are conversely different to what was needed 5- to 10years beforehand, and if you don't accept that you must connect rather than present, then your message is practically useless.
I speak directly on the point of caring and related it to nursing, because patients often remember the nurse and how the nurse assists them - businesses must be proactive enough to acknowledge that this is what marketing campaigns must include as well.
Consumer-driven markets our the most volatile of situations that marketers can work with, because they don't have the control. Hence, trying their best to regain control through connecting with their market will enhance the effectiveness of the entire campaign dramatically. A simple follow-up call saying 'thank you for purchasing our products, we appreciate your business' will lift CRM and the ROI tenfold. Although businesses may still want to maintain control via not connecting with their audience, this will only cause concerns with the business's image within the market, only shutting out customers instead of embracing the crucial shared connection.
To round things off, I believe that when consumers feel valued they suddenly have the urge to feel included, and what happens next can be truly magical in a business perspective (if aligned correctly).
Thanks for reading!