The theme for Marketing 2.0 in 2011 should be, "Inception"
As we find ourselves full speed ahead in Marketing 2.0, buying processes are changing. Decision makers are doing more of the leg work themselves and there is less use of the vendor's expertise. As one white paper stated, we are experiencing a "continuing and irreversible shift in information power from the vendor to the consumer.”
These are the suggested remedies from the article, for the perceived shift in power:
1. Recognize Your Ideal Customers
2. Identify Key Catalysts for Change
3. Learn How to Navigate the BuyerSphere
4. Sell the Way Your Prospects Want to Buy
5. Make a Compelling Case for Change
My question is, why not simply go to the source of the ideas? Their inception.
Our marketing initiatives need to be well thought out, multi level, multi dimensional plans, that ultimately will suggest our solution in the same place a solution is being sought.
We do this through several steps:
1. Establish Credibility
2. Create Content
-Blogs, White Papers, You Tube
3. Listen and Participate
-Create a Listening Station, Join Groups
-Search Engine Optimization, Pay Per Click advertising (A great place to start Google Adwords For Dummies)
The decision maker of today is doing her own research, and engaging in the buying process far later than ever before. We have the opportunity to make our ideas her own, at the point of inception.