“The future of marketing will be more like the past than you could ever imagine.” – Ted Levitt
In the classic comedy “Broadway Danny Rose,” theatrical agent Danny Rose (Woody Allen) explains to a prospect his life-long approach to serving his clients. “Remember: friendly, but not familiar,” Rose says.
Amid the explosion in social networks, Carone stressed that marketers need to step up their efforts to create more personalized messages that can cut through the proverbial clutter and create a dialogue with prospects.
“The [marketing messages] that break-through are creative communications that make me feel like someone is actually talking to me,” she said. “Connecting with customers and prospects with the right messages, with the right media at the right time has never been more challenging. It really comes down to relevancy: Are you talking to me? That’s the main filter that all marketers should be applying to their messages.”
In an increasingly Web 2.0 world, marketers need to understand the “unique aspects” of different sets of customers and deploy the messaging accordingly, Carone said.
“Customers are now seeing 3,000 messages a day, and you know what? We’re paying attention to maybe 52 of them, and we’re remembering only four – a little more than one-tenth of one percent,” she said. “Now try telling that to your CFO, and defending your marketing budget.”
Carone said marketers must communicate with clients and prospects using both traditional marketing channels and myriad forms of new channels online. “The difference with using cross-media is you can differentiate every single piece of communication you’re exchanging with clients and start moving the conversation forward.”
And while technology enables marketers to get closer to their customers, the underlying issue is the experience. “The true intrinsic value comes from the experience, not the technology,” Carone added. “Technology is important, but as marketers we need to create value for exceptional experiences.”