yesterday's marketing does not work today

Yesterday’s Marketing Doesn’t Work Today

Gee Ranasinha Business, Favorite 4 Comments

Yesterday, simply shouting was enough to get results. Today, we live in a world where most people actively resist marketing messages.

Close the pop-up window. Skip past the commercials when watching the show that you recorded yesterday. Check your Facebook messages when the game cuts to an ad break.

We don’t care about marketing because most marketing doesn’t care about us. Most marketing is about how great the company that’s trying to push their message thinks that they are.

If I’m working from home on a weekday, I never answer the home telephone. Never. Why? Because anyone who knows me knows that if they need to get hold of me they need to email me, call my cellphone, or call my home office number. If it’s a weekday and the home phone rings I pretty much know that it’s a telemarketer calling. So I never pick up the phone.

Even if you get their attention, the people who are listening to you resent you for interrupting them. I don’t care if the person on the end of that telemarketing call wants to sell me a goose that lays golden eggs for $10. The very fact that I’ve had to stop what I was doing to answer the phone, only to then realize that it’s someone peddling something, means that I’m NEVER going to buy whatever it is that they’re selling.

So if, as a society, we’re actively filtering-out “push” marketing techniques, how does a company get their wares in front of new customers?

  • Do we need to throw money at the problem? Usually not.
  • Do we need to throw more people a the problem? Rarely.
  • Do we need to employ a hip and cool marketing company? Probably not (unless it’s us)./li>

What we need to do is stop marketing at people. Instead, we need to create an environment where customers will market our stuff to each other. For free. Yes, you read that right.

No-one believes what companies say any more. But we do believe what our friends say. More than that, we even have more faith in the views of complete strangers than we do with companies. If I read ten rave reviews on Amazon about a product that I’m thinking of buying, that most certainly influences my purchasing decision.

Want more proof? Look around. Services like DropBox, or Google+, or Pinterest are growing in popularity at an alarming rate. But have you ever seen an ad for any of them?

Word of mouth is nothing new. It’s just that the mechanism for getting your voice out there has changed. In addition, you can now be heard by a lot more people than you ever could before.

Why is Facebook, which recently filed for an IPO, valued at $100Bn when it only made $1Bn last year and had R&D expenses alone of $114 million? One of the reasons is that Facebook is on target to have one billion users later this year. According to Pew Research, the average Facebook users reach is 648.

Word-Of-Mouse beats word of mouth hands-down.

Image Credit (CC BY-NC-SA 2.0)

About the Author
Avatar for Gee Ranasinha

Gee Ranasinha

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After founding a successful media production firm, Gee became worldwide director of marketing for a European software company. As well as CEO of KEXINO he's an author, lecturer, husband, and father; and one hell of a nice bloke. He lives in a world of his own in Strasbourg, France, tolerated by his wife and young son. Find out more about Gee at

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Comments 4

  1. Avatar for Gee Ranasinha

    Hello Gee. You nailed it right there! It all makes sense. I agree that yesterday’s marketing method is already obsolete to these modern times since we are bombarded with social media, Internet and stuff. Definitely–why believe company selling this and that if you can always ask the onlinesphere what they think about THEIR product? At least they’re objective.

    1. Avatar for Gee Ranasinha
  2. Avatar for Gee Ranasinha

    I am not disagreeing with you at all, I absolutely believe it’s word of mouth and word of mouse as you put it. But I don’t want to push for my friends to start talking about me. How do I get the buzz going about my business and be able to stand out from the tens of others who are showing up in my clients FB news feed.

    1. Avatar for Gee Ranasinha

      Hi Meghan,

      By definition standing-out means saying, acting or doing things that others aren’t doing. The goal is to be “remarkable” – to get to the point where your content is “remarked” upon. Whether those remarks come from friends, existing customers, people from your business network, etc. is secondary.

      Put yourself in the mind of your target audience. What would you be interested in reading / watching / listening to, that would get you fired-up enough to “Like” / “Comment” / “Retweet” / whatever?

      Like you, I wouldn’t want to “push” friends to hype my business. But if you’re producing great, “remarkable” content, then you won’t have to: they’ll be doing it because they want to.

      Hope that helps, and thanks so much for taking the time to leave a comment!

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