The Media Marketing Network
August 27, 2013
I believe now is the time to look beyond the traditional Marketing Department and start to build more of a Media Marketing Network with a focus on relating, renewing and reinventing the experience a listener and/or customer has with our products across all the many touch points.
The need to innovate our marketing business model is due to the fact that the consumer has been transformed into a much more active and interactive participant in a variety of locations, both real and virtual. Marketing is no longer about segmenting customers and offering a differentiated product. It's a case of segmenting ourselves from all the other providers of related offerings and allowing our customers to gravitate to us rather than the alternatives.
The new focus will be more on product and customer development and less on explicit promotion. It will communicate our product benefits so they deliver a real, meaningful and emotional attachment to create a long-term connection through community, co-operation and co-creation.
We must make our marketing sociable because we can no longer control the conversation, but we can facilitate and, to some extent, host it in a way that allows us to build genuine relationships with our customers rather than white-noise relationships with anyone we can bombard.
The mission of the Media Marketing Network will be a combination of specialists using elements that creates an environment in which it is possible to meet our customer needs, consistently, at the right moment and the exact time. It will incorporate all of our assets and occupy every aspect and department of our organizations to make marketing a part of everyone's job.
The new structure that I propose will utilize our specialists in a creative collaborative model where we leverage each person's strengths and sense of individuality to exploit our niche and nail the job to be done. This will allow us to take new approaches to content and new revenue streams, all while effectively managing our core business.
By utilizing this approach, we will be results-driven. We can also ensure there is a constant dialogue with our customers and that everything works so we fulfill our promise and can instantly react to any problems, opportunities and challenges.