disruption

Shaking up the traditional marketing system

Being a marketer myself, and also having a strong business ethic instilled in me from a young age, I knew there was an opportunity to provide clients with what they want, being instant access to marketing guidance 24/7.

The marketing world has changed rapidly since the introduction of “digital marketing” as a subset. A lot of marketers turned their attention to digital and what that meant for their clients. So we saw the rise of:

  • Search Engine Optimisation (SEO): A whole subset of digital marketing and web development emerged, that saw new businesses opening to focus solely on this one element – getting websites to show up on the first page of Google.
  • Content Marketing: Marketers realised we needed to go further than the traditional one page website with contact details on it to promote a business. Extra value and information is required to give customers an additional reason to visit the website and help them research products or services before purchasing.
  • Video Marketing: With the rise of YouTube and Vimeo, it is easier than ever to host videos online and share them with the world. Marketers quickly identified that video is one of the most engaging forms of content and that it could be used to generate brand awareness, produce more sales and of course “go viral”.

Honestly, the list goes on and on. From hosting interactive webinars to creating gated content to capture a customers email address, it was obvious that the way we marketed businesses had changed.

And although marketers were incorporating digital tactics into their marketing campaigns, I felt that no one was using this incredibly awesome technology to change the way the marketing system itself operates.

If you have ever engaged a marketing agency before, you will find that they operate much like many other professional services – they are stuck on the perception that clients ‘buy their time’. They have failed to observe how the increase of digital trends meant that the consumers’ mindset has changed and there may be a better way to cater for them.

In fact, the trends we are seeing as part of this new digital era include:

  • A much higher demand for online shopping than ever before. The online shopping industry has grown 16.5% over the last 5 years, whereas the growth of the Australian economy as a whole was only 3%.
  • 81% of shoppers complete their research online before making a purchase.
  • Hyper-efficiency: Consumers are seeking and discovering ever-smarter and more efficient ways to solve age old issues–such as keeping fit, lack of time and limited resources

Taking all of these trends into consideration, I envisioned an online ecommerce website that could deliver marketing advice to business owners on demand, whether it was 3 o’clock in the morning or if they were on a holiday in Brazil. With the technology being so readily available, I couldn’t see a reason not to.

In a world where multiple device usage is no longer the exception but the rule, the ‘remote office’ is a widely accepted business model and business owners are on the road a lot more, we can’t ignore that there is a need for expert advice that is available 24/7 and immediately.

The marketing industry may be at a point of divergence as more new businesses establish themselves based on the needs of the modern consumer, but there will continue to be pressure on traditional marketing agencies to innovate.

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