Marketing: Who’s Driving

by Victor J. McCoy, Digital Marketing Strategist, 3V Design Media

Successful digital campaigns share a wide range of characteristics. Campaigns that fail typically have one thing in common as well: They don’t acknowledge the real driver behind the wheel of marketing – the consumer/customer. Due to the enormous amount of information they have at their fingertips they are now better empowered and informed.

The narrative and growth of the internet and its evolution is not about the major platforms like Facebook, it’s about how people can access the information they need when they need it. They do not have to depend on television to get information about the latest-greatest. They do not have to subscribe to the local newspaper or various magazines to get the information they need – or didn’t know they needed. They also don’t have to wait for information to come in the regular mail. They do a Google or Yahoo search and presto!  Social media platforms have made it easier for us to stay in touch with family and friends. Ecommerce websites have made it easier for us to compare pricing and shop around the world. Residential and commercial services websites have made it easier for us to get compare pricing and gather information.  S0, who’s driving? The customer.

Now, the internet is fundamentally different from other forms of marketing communications channels because we can learn a lot about “driver”. We can identify their habits, their technologies, and their preferences. The web has altered the company/customer relationship by putting the customer in the driver’s seat, and it’s up to the company/organization to be visibly in the path of the prospect while on their customer journey. So, we know who is driving. The question is “are you in the drivers view or blind side?” Are you on the road or in the car as a passenger? Where does your marketing put you? Effective digital marketing knows who’s driving and not only wants to be on the road, but they would rather be in the car as a passenger helping to direct the driver.