Published 24 November 2017

Category: Marketing, Entrepreneurs, Startups, SMEs

What Marketing and Change Have In Common

There are so many marketing companies out there these days doing so many different things. From commanding the digital space to being more effective in branding, marketing companies certainly aren’t lacking in options for their specialty. But while the number of marketing companies continues to grow, the one thing that remains constant in how they reach you…is change.



And change is never easy – particularly when it involves creating new models for operating that upend the way things have always been done. But there’s no success in status quo. The best marketers know this and will continue to ride the digital wave and push the limits of what’s possible and realise their company aspirations.

What does this have to do with you and your marketing? It used to be that there were a handful of tried and true ways to advertise.



From magazine and newspaper ads to television commercials, it was practically a guarantee that some members of your target audience would somehow hear about your product or service. That’s not the case anymore. Not only have our marketing budgets skyrocketed but also we’re forced to experiment with each new platform that comes into play (hence the bigger budget). The companies who stay put in the old ways are also the companies that go extinct.



That being said, change is hard. With so many different ways to get your message out to people, how do you even know which one to choose? That’s where this idea of “change” comes into play. The fact is that if you’re not a person who can roll with the punches (or, at the very least, accept change) marketing may not be the best field for you in the coming years. Marketing today thrives on change. From new social media platforms to fresh infographics, to live video, a good marketer is always seeking ways to stay in the public eye in a way that also stays true to their brand.



Customers are no longer interested in simply buying a product or service. Instead, they’re more interested in the experience they had getting to your product or service. This can also be called the customer journey. How did a customer find you? Why did they choose you? These are important questions to answer because they help you to stay on brand, despite all your different ways of communication with customers. Today’s marketing goes beyond just being a personality on the radio or on television and extends into a true customer relationship.



Today, customers are in power and business success is based on how well companies can meet their demands and expectations. Customers have many choices and it is critical to make their experiences as simple, consistent, and relevant as possible as they make their customer journey.