New Marketing
1.
Goal is to build relationships
2.
Segment customers by needs & interests or
behavior
3.
Market through a continuing conversation that
can become viral
4.
Messaging is a peer exchange
5.
Products are differentiated by brand and brand
stories
6.
Brand value grows out of delivery of the brand
promise and customer experience excellence
7.
Marketers and customers interact as peers in the
same space
8.
Use online gated communities to understand the market
9.
Speak honestly in a human voice, be substantive
and deliver content directly to customers that they will value
10. Develop sales through engagement.
Old Marketing
1.
Goal is to push product
2.
Segment customers by demographics
3.
Market through campaigns
4. Marketer
commands and controls channels and content
5. Products
are differentiated by features
6.
Marketer defines brand value in terms of name
recognition and brand recall
7.
Marketers and customers are on two sides of an
impenetrable barrier
8.
Focus groups
9.
Proclaim through ad and PR intermediaries
10. Push product in ads
and email
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