The Urgency for Marketing to Change … Now

Most of our marketing in the past 50 years has revolved around advertising, or renting space in channels to garner attention and, hopefully, change consumer behavior. But over the past decade, innovative enterprises have found a “new” way to deliver value to their target markets, by creating relevant and compelling content, gearing it toward specific audience groups, and then, over time, seeing positive behavior changes in the audience which, ultimately, are profitable to the business (this approach is called content marketing). Although the approach is relatively new to most organizations, the goals have remained the same.

In general, enterprises create and distribute non-product-related content to impact the business in three ways:

  • Increase revenue (sales goal or winning customers)
  • Save costs (savings goal or creating customers at a lower cost)
  • Create more loyal customers (retention goal or keeping customers)

But, recently, there’s a new approach that has businesses re-evaluating the entire function of marketing.

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