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!