In a recent article published on LinkedIn, Bruce Bolger, President of the Enterprise Engagement Alliance, shares some interesting data and perspective on a past marketing strategy that he suggests is primarily overlooked today.
“In the late 1990s, the concept of one-to-one and permission marketing were born with great promise,” Bolger writes. “Yet, the current dominant approach to marketing remains based on the traditional approach to business that relies on interruptive emails, search engine advertising and remarketing and focuses more on making promises than on keeping them through meaningful relationships.”
The piece goes on to suggest that, given the high level of measurability and low cost associated with today’s technology, marketers have an opportunity to change their mindset toward “helping rather than selling.”
“Today, almost every organization can significantly enhance the impact of marketing by becoming their own media platforms to build relationships using the right combination of content to engage their audiences over time,” Bolger suggests.
“If your company wants to be there when customers are ready to buy, build relationships over time by helping, not selling. It will save you money, time, and will enhance the ability to measure long-term results.”
Interesting perspective! You can read the entire article here.