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What Does Independence Day and Marketing in the Digital Age Have in Common
What Does Independence Day and Marketing in the Digital Age Have in Common

What Does Independence Day and Marketing in the Digital Age Have in Common

Westlake, Ohio 44145
June 30, 2017 07:26am | Updated: December 23, 2017 07:29am
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n Independence Day, July 4th we celebrate the founding of our nation which began at the signing of the Declaration of Independence in 1776. By signing the Declaration of Independence our forefathers were committing treason and in effect, signed their own death warrants. Spoiler alert: Death warrants have nothing to do with marketing in the digital age.

In 1776, the British Empire possessed the most powerful army in the history of the world. By signing the Declaration of Independence and in waging the Revolutionary war which indeed purchased our freedom from England our forefathers began a new era and created a revolutionary new precedent of individual freedom.

The knowledge of the day and technology our forefathers used to accomplish this was evolutionary, the way they used the knowledge and technology was revolutionary.

Our forefathers build upon the evolutionary ideas of some of the most forward-thinking people in history. Aristotle, Edmund Burke, John Locke and too many more to mention here. Then the magic happened. They deployed a revolutionary idea in a document, the Declaration of Independence to accomplish one thing. A government of, for and by the people so everyone could enjoy life, liberty and the pursuit of happiness. It’s not perfect of course but it demonstrates the difference between evolutionary and revolutionary.

Fast forward two hundred forty-one years later to 2017.  We are now experiencing an evolution in technology and a revolution in marketing (without fear of death warrants). As traditional marketing channels continue to decline, time on digital marketing channels continues to explode. This evolution in technology has leveled the playing field. For the first time, regardless of size, mom and pop stores can now compete on the same channels and win against not only their local competition but even big national brands.

You cannot achieve success with the evolutionary improvements in communication technology like the internet, cell phones and virtual reality alone. To be successful today, business owners, professionals and non-profits need to utilize the evolutionary communication technology in revolutionary new ways.

Just like our founding fathers your Next New Customers have started a revolution, a marketing revolution. They want to have the freedom to control their own destiny and have drastically altered the way they use technology for their own benefit. Traditional channels like print and television continue to decline because your Next New Customers are spending more and more time on digital channels. While on digital channels they don’t want to be interrupted so they have erected barriers to your marketing message like voice mail, SPAM filters and now even ad blockers.


What are they doing online with these digital channels you may ask? Your Next New Customer is online searching to solve a problem or improve the quality of their life. If I may, “in the pursuit of happiness”.

The revolutionary idea of digital marketing is simply to use the digital channels your Next New Customers are on to help them solve a problem or show them how to improve the quality of their life. That doesn’t mean give away the store it means nurture and encourage them through the sales funnel to the point of purchase.

As we celebrate our country’s 241st birthday let us be grateful for the many blessings we have and for the freedoms we enjoy! 

Happy Independence Day!

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Your next new customer has changed the way they buy . . . Have you changed the way you sell?