The Shifting Landscape in Marketing Techniques
By Dan Harkey
Summary:
There is a shift from the familiar order we’ve practiced over a long history into unfamiliar territories, necessitating new learning techniques and strategies such as AI-driven marketing, personalized customer communication (e.g., webinars, zoom meetings, customized emails), speed text messaging, and data-driven decision-making (e.g., predictive analytics, customer segmentation).
Order, customs, traditions, rules, and habits were all considered reliable until now. They have all changed. My expectations have permanently been disrupted…
Developing long-term relationships is confusing in the shuffle …
Adapting to these new techniques is necessary in the rapidly evolving marketing landscape. The sooner we embrace these changes, the better equipped we will be to navigate the future of marketing.
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Article:
Historic Shift:
Customs, practices, and order have dramatically shifted to a radically new paradigm. Building relationships, thereby creating social capital, has also shifted. In this new era, friends do business with friends, and reliable relationships have moved because of what we call ‘light-speed differential correspondence,’ a term we use to describe the rapid and varied forms of communication available today. Adapting to these new methods to stay competitive is crucial.
The prevailing approach of solely relying on social media for business or sales outreach will diminish over time. Brief, attention-grabbing messages or sensational content aimed at unknown individuals are expected to lose effectiveness.
I believe there will likely be a shift towards re-emphasizing the importance of building strong relationships as the key strategy for sustainable success.
Expanding business opportunities and fostering new relationships are crucial for personal growth and business success. These elements are the foundation for achieving higher goals and driving business growth.
Most people’s reading habits are different. They watch and listen to podcasts focused on digital audio and video files available for downloading or streaming. They don’t seem to answer their phones like they used to, and they do not always respond to emails for marketing purposes or precisely targeted communication about a subject such as a transaction. But one thing is sure: everywhere they go, they look down at their phones so attentively that they miss everything around them.
The most effective marketing tool today is texting prospects, short and to the point, which necessitates obtaining phone numbers rather than email addresses. However, the process must be done individually, with some personalization rather than a mass text software package. Virtual assistants like Siri and Alexa can draft and send personalized messages and reminders, making them valuable tools in this approach.
We may first call, leave a message when they do not answer, or follow up with an email or text message. Siri, text Archie Bunker. Archie, I am just checking with you to see if you need any ____________________?
Things change, and disruptions occur, both personally and in business. Technology, such as AI and data analytics, plays a significant role in modifying our marketing output by providing insights into consumer behavior and market trends. These technological disruptions necessitate our adaptation to stay competitive in the market, highlighting the importance of staying ahead of the curve in our field.
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Here are a few things that we must become comfortable with:
https://www.newbreedrevenue.com/blog/marketing-terms
https://communications.rutgers.edu/brand-policies/advertising/glossary-marketing-terms
• Artificial Intelligence (AI)
• Automatic Language (AL)
• Search Engine Optimization (SEO)
• Search engine algorithms
• Search engine Crawling, spiders, robots, or Google bots.
This is not precisely shaking hands with 500 people, becoming friends, hanging out together, and doing business as usual. Still, it is somewhat data-driven, magnifying or leveraging performance through algorithmic data management.
Lost in the dynamics of changing methods:
The challenges in real estate sales and lending are unique. The market is volatile, and success often depends on factors beyond our control. When business opportunities deteriorate, what do frustrated salespeople do? They may be tempted to perpetuate a losing strategy, which includes working from home, focusing on distracting activities, only taking inbound messages, selectively returning calls, and engaging in what today is called quiet quitting. Quiet quitting is a term used to describe a situation where a person does not outright quit their job but regularly shuffles their daily activities to avoid stressful confrontations, outbound calls, and sales rejections. Instead of focusing on business-related tasks, they may spend their time on social media, take extended breaks, or commiserate with others about work-related issues.
Quitting, also known as the Great Resignation and the Great Reshuffle, is an economic trend in which employees are dissatisfied with their jobs but find a way to avoid action by essentially living off their employers’ payrolls and becoming common parasites. The Great Resignation and the Great Reshuffle refer to the significant number of employees choosing to leave their jobs or change careers due to dissatisfaction with their current work situations.
How about a very inexpensive gadget, a mouse jiggler, that artificially simulates keyboard activity and mouse movement, creating the impression of computer work? Some who work remotely have attempted to outsmart their management while engaging in fake work activity. These individuals, known as ‘parasitic quiet quitters,’ exploit their employers by engaging in fraudulent activities to avoid real work. For example, they might use the mouse jiggler to make it seem like they are working when they are not. Management may use productivity monitoring software as a surveillance mechanism to ensure compliance with company work requirements. The parasitic quiet quitter is actively engaged in fraud, which can lead to significant losses for the company.
Dynamic change:
Reading is a powerful tool that can disrupt the ill-informed. But, as Mark Twain aptly said, “If you don’t read the newspaper, you are uninformed; if you read the newspaper, you are ill-informed.” This underscores the crucial role of seeking out reliable sources of information to stay empowered and knowledgeable in the face of change. Truth in the news is generally only found through alternative media.
Many of our activities are so fast that we cannot keep up and, therefore, have limited time for relationship-building. Much of our work function is now modified to rely on technology, replacing face-to-face and telephone correspondence.
Automatic Language (AL) is an advanced technology that analyzes text inputs, recognizes patterns, and classifies text into natural language processing algorithms. In marketing, AL is advancing the human interface and communication with machines and computer systems, enabling more efficient and personalized customer communication. This technology is revolutionizing how we interact with customers and is a key trend in marketing.
Eventually, AL will drive most of our marketing activities. Analytics and algorithms will drive everything from search engines to service searches, identifying our unique abilities based on our participation in the tech system.
The accelerating speed of change is upon us, and we have permanently said goodbye to the old methods. At best, we can gain the attention of prospects for microseconds or a minute to see if they are interested in our services, which is a difficult task but doable. We can embrace and adopt change willingly or be left in the dust of history alongside the Rolodex client file system and the business lunch. For those who do not remember Rolodex, it was a desktop card index system on a round rotating spindle with removable cards attached. The salesperson would record client information indexed from A to Z.
Future companies may have only five employees, but they operate like a 50-person company 20-30 years ago.
There is a shift to the free-agent nation, where we are independent, and mobility is paramount to success.
Herein lies the need for an executive administrative assistant, independent contractor staffing, and high-tech independent contractors locally or from around the world (somewhere) who can work magic in the tech-driven marketing and follow-up process.
What will not change is the 80/20 rule. 80% of a salesperson’s or organization’s activities contribute 20% of the results? This powerful insight can be applied to various aspects of our lives. For instance, in personal productivity, you can identify and focus on 20% of tasks that yield 80% of your results. In sales and business management, you can identify the 20% of customers that generate 80% of your revenue. The new tools available can ignite our motivation and drive for success, inspiring us to maximize our efforts and achieve more.
Thank You
Dan Harkey
Educator & Private Money Lending Consultant
[email protected] 949 533 8315
www.danharkey.com
