what's next in marketing? a paradigm shift is on the way

© Copyright David J Brown 2014. All Rights Reserved. 1

A paradigm shift

© Copyright David J Brown 2014. All Rights Reserved.

is taking place.

Marketing 1.0

Marketing 2.0

Marketing 3.0


In 1963, Thomas Kuhn challenged the

assumption that knowledge developed by the

steady accumulation of facts and figures…



… he discovered that knowledge

progressed through a series of

“revolutions” with new

frameworks succeeding old.



Kuhn called this a

paradigm shift…

today, we see a paradigm

shift taking place in the

realm of marketing.



Marketing 1.0

Traditional marketing, including

the many forms of the

“promotional push” messages

we encounter every day –

advertisements on TV, spam in

our mailbox, and the

telemarketer ready to pounce

with the latest offer.

Marketing 2.0

Inbound marketing and content

marketing signified a move

from the promotional marketing

to sharing informative content

designed to educate. This was

distributed through social

media, email and the internet.

Marketing 3.0



Marketing 1.0

“Many people in traditional

marketing roles and organizations

may not realize they’re operating

within a dead paradigm. But they

are. The evidence is clear.

Several studies have confirmed

that in the buyer’s decision journey,

traditional marketing

communications just aren’t

relevant.”

Source - Marketing Is Dead http://blogs.hbr.org/2012/08/marketing-is-dead/ by Bill Lee


http://blogs.hbr.org/2012/08/marketing-is-dead/


“Traditional marketing is not dying –

it’s dead.”

“The era of marketing as we have

known it is over, dead, kaput - and

most marketers don't realize it.”

Sergio Zyman, former Chief Marketing Officer, Coca Cola The End of Marketing As We Know It.

The first paradigm shift



Marketers were told to share information-rich content,

demonstrate their expertise – to educate rather than sell.

And so, a shift to Marketing 2.0…

“Buyers search the Internet with increasing

frequency. They’re looking for fresh content that

provides insights geared towards answering their

questions and addressing their problems.”

Ardath Albee “eMarketing Strategies for the Complex Sale”



Companies were encouraged to

create educational white papers,

thought-leadership eBooks, and

instructional videos.

Give your audience content that

informs rather than sells and make

your content the best – then you

have the greatest chance of

winning the deal.

Marketing 2.0



As a result …

companies went on a content

binge – blogs, texts, eBooks,

white papers, infographics,

videos, pictures and tweets

were all created and blasted out

to contact lists!



To make this process as efficient

as possible, automated marketing

systems enabled content creators

to become incredibly efficient at

broadcasting information.



Tools such as Eloqua, Marketo,

Pardot and others made it easy to

load up the machine with content

and hit the send button!

“Factor in the nearly 100 billion

spam emails sent daily (yes, daily)

and the results are clear: email, a

method of communication that was

once lauded for its efficiency, has

turned out to be anything but.” Work intellegent.ly



We’re rapidly approaching

content overload … “the

state of an individual or

system in which excessive

communication inputs

cannot be processed and

utilized, leading to

breakdown.” Sage Publications



“…this upward trend of

consumption is not sustainable

because every human has a

physiological, inviolable limit to

the amount of content they can

consume. I believe as

marketers, we have been lulled

into a false sense of security

thinking that this consumption

trend will continue to rise

without end.”

http://www.businessesgrow.com/2014/01/06/content-shock/



Thought leadership and educational content

Thought leadership and educational content


Clearly change is needed.

People still want information,

but they want relevant

information – not mass-

produced automated content.

It’s the job of marketers to

ensure this happens.

Marketing 3.0



Marketing 3.0

mass marketing micro marketing

programs conversations

automated customized

marketing leads

communication

many engage in

the conversation

Marketing 2.0



mass marketing micro marketing

C

O

N

T

A

C

T

S

Content feeds the automated

marketing system. Messages are

scheduled and sent to a contact list.

S

E

T

Sets are built based on a “poll”. Member of the

set are “homogenized” based on industry, role /

title, product usage, key pain points and business

issues – and their reaction to a polling message.

The engagement is built just-in-time rather than

in batch mode. There is some pre-packaged

content, but direct communication and freshly

curated content is also part of the engagement.


programs conversations

C

O

N

T

A

C

T

S

S

E

T Send

email-1

email open Send

email-2

Content

offer

Send

email-3

email open

Webinar

invite

Send

email-4

Conversation

1

Sales

Product

Development

New sets form based on response

to communication – and

conversation “channels” develop.

Conversation

2


automated customized

C

O

N

T

A

C

T

S

LAUNCH

info

chunks info

chunks

info

chunks

info

chunks

Services, such as

WittyParrot, enable

conversations to be

built using relevant

content chunks.

S

E

T

Conversation

2

Conversation

1


marketing leads

communication

many engage in

the conversation

C

O

N

T

A

C

T

S

The marketing

department controls

the communication.

Leads generated are

then passed on.

Marketing

Sales

The conversation takes

place with multiple people

in the organization.

Sales

Customer

Service

Product

Development

S

E

T Conversation

1

Conversation

3

Conversation

2


We receive too many irrelevant tweets, posts, pokes

and emails – the backlash is already in play. We

now look at the offer of an informative white paper

or “the results of our latest survey” with a jaundiced

eye. As one executive said, “I’ve stopped

downloading anything from the web that asks for my

contact details because I know a sales person will

be calling me within minutes.” While the idea of

sharing expertise was good, many now realize it’s

nothing more than a sales ploy.


Ready to make the move?


dave brown [email protected]


mailto:[email protected]