The Guardian (blog)Long-term marketing: a new paradigm shiftThe Guardian (blog)It's is a different beast from the parody presented in the BBC's Apprentice, where marketing starts and stops around the goal of making a quick buck
Marketing is in a proverbial SH*T Storm. The web is making marketers trim some sails, bring in others and promise to never use a third set. Regular readers of my stuff know I think of the Internet as a huge amplifier and the strongest truth drug you can take.
Everything gets amplified truth or no, but only truth sticks. The cost of amplifying and then watching even tiny white lies slide off the surface into obscurity is high enough most marketing companies are talking "transparency" and "relevance" like never before.
Another natural trend now that the training wheels are off Internet marketing is to value the relationship and focus on keeping existing customers happy by helping, educating and serving. I love and you should steal these three tactics from this article:
* Execute a Risk Review - predict the future by account.
* Opportunity Review.
* Watch, Tweak, Modify.
Yes some of this article's suggestions sound like a SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis, but well thought out if you want to create long-term relationships with your best customers.