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Straightforward design, marketing, and technical advice for making your marketing communications more effective.

The Perfect Storm-New Media Marketing

July 29th, 2006

Perfect Storm

The Perfect Storm: technology
meets the marketing concept.

If you haven’t decided whether the buzz over developing new media promotion tools, like blogs, RSS, and Podcasts is hype or reality; it’s time to come out of denial. It’s a brand new business world out there and as Warren Buffet might say, “It’s time to get some skin in the game!”

It’ not bad news though! The Internet has finally evolved to a place where unambiguous success can be achieved by those who recognize the opportunity and make a die-hard commitment to develop a radically different outlook on business, and really, on life in general.

I hate to state the obvious, but just in case we’ve got some readers who have missed what the Internet has already done to the business landscape, here are some quick facts from a Google query:

>>Forrester Research, Inc. estimates that 47.3 million North American households have online access and 43.9 percent have browsed online. Of the 43.9 percent, 65 percent have made purchases.

>>Time-starved consumers are regularly going to the Internet first to determine which local service company to patronize.

>>Consumers are rapidly becoming more comfortable using credit and bank cards to make purchases from security-backed virtual retailers.

>>Large corporations and governments have already mandated the use of online transactions to their downstream vendors.

But remember, that’s history now

These early years of the 21st century are radically different than the “old” Internet described above. The one where people became comfortable with the stability, security, and general trustworthiness of receiving information making purchases. We have just entered a brand new era, one that is especially historic for business. Why?  Because for the
first time in the industrialized world technology has aligned in a “perfect storm” with the marketing concept—the concept that businesses should make all decisions based on the needs of their customers. It’s always been great
concept, from when Adam Smith first wrote about it in 1776, but never realized in a macro market. Today we
have the tools to make the marketing concept a achievable reality on a broad scale.

Businesses driven by real-time communication with customers (i.e. the Marketing Concept) create an almost Utopian scenario—the customer’s needs are best met, the business is optimized for profitability and growth, and society benefits from a net gain in opportunity from the customer and investment profit from the business.

It’s a radical new order…where a business’ best customers can
become its best salespeople.

It’s the realization of a true free market economy in which the consumer has the most direct influence over the management of businesses, institutions, and organizations. It’s a radical new order within society where a business’ best customers can become its best salespeople. Adam Smith would be proud.

Customer Evangelism meets New Media

We here at RisingLine believe that the best strategy to achieve the Marketing Concept is customer evangelism. Developing a customer evangelist marketing strategy insures that your business is truly focused on meeting the needs of your customers and maintaining interactive communication with them. Ultimately, customers are so pleased with the
quality of your solution, that they organically become your passionate advocates.

We group the technology used to launch customer evangelism under the term “New Media.” It encompasses ulta-modern Internet technology like blogs, RSS, Podcasts, and content management systems—allowing the Web to become a conduit of real time communication, collaboration, and community—creating the perfect storm of marketing strategy and technology tools.

How do I start?

Funny you should ask, we just happen to be in the business of New Media Marketing…helping clients to gain strategic insight and catch the passion of customer evangelism, then providing them optimized web tools.  So, a great place to start is our website…to to our front page and work you way through:  http://risingline.com. For a great introduction to Customer Evangelism, we’ve posted the Customer Evangelism Manifesto by Ben McConnell and Jackie Huba. To see some of the New Media technology applications, (Web Edit Content Management, Custom Blogger Blogs, etc) you might like to visit our live demo site and try them out for yourself. To get a feel for the power of RSS we invite you to visit a non-profit site we sponsor, http://freeRSSdisplay.org.

We of course are ready to provide some more personalized insight through a phone call, WebEx, or visit…just let us know how we can help.

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