The world of marketing is changing.
Throughout Silverpop’s 2011 Client Summit—our biggest and best ever—this was a common theme. From presentations about the humanization of content and the convergence of mobile, social, local and email, to best-selling author Gary Vaynerchuk talking about the significance of context and Freakonomics co-scribe Stephen Dubner extolling the importance of carefully analyzing data, there was a feeling of energy and excitement as marketers wrapped their heads around the future of marketing.
It’s been clear to me for some time now that “old school” marketing has gone as far as it can, and this opinion was crystallized at our client summit as I listened to guest speakers, partners and our own customers talk about what they’re seeing and thinking.
With 5,000 ads per day bombarding the average American—who has gradually learned to tune them out—interrupting big groups of people is becoming less and less effective.
To truly reach and influence, marketers will need to focus on building relationships, and they will need to listen better. They’ll need to collect a rich archive of data about customer behaviors, from Web pages visited and blog comments recorded to Foursquare check-ins and white papers downloaded—and dozens more. They’ll need to employ sophisticated marketing automation platforms that enable them to respond with timely, relevant, personalized content driven by these behaviors. And they’ll need to use these tools thoughtfully and strategically, because as Vaynerchuk noted in his keynote speech, it’s not the tools that matter so much as how you use them.
That’s why it was so gratifying to me to hear so many stories at our summit about the increased emphasis our clients are placing on better listening and connecting with customers and prospects. As the world of marketing continues to shift away from batching and blasting to a recipient list and toward delivering individualized, automated messages based on robust behavioral databases and advanced analytics, we look forward to continuing to help marketers achieve their goals.