There Has Been A Lot Of Buzz Over The Past Few Years About A New Form Of Marketing For A New Marketing World. Marketers Such As Seth Godin Have Led A High Profile Assault On Traditional Marketing.The Reason Is Simple The Consumer Landscape Has Changed Radically Over The Past 10 Years And Will Continue To Do So, Because Mass Markets Are Fragmenting Into Niche Markets.This Means That Mass Advertising Becomes Poorly Targeted, And Capturing A Significant Niche Allows For Cheaper And More Productive Marketing.With The Change In Practice Comes A Shift In Attitude, As Old Marketing Gives Way To Priorities Of The New.In Their Book Radical Marketing, Glen Rifkin And Sam Hill Lay Out Their Own Set Of Rules For What They Term Radical Marketing:The Company CEO Is The Primary MarketerSimplify Marketing ManagementDirect Interaction With CustomersDont Rely On The Averages Of Market ResearchUse Only Passionate MarketersTreat Customers As Individuals, Not NumbersPermission Build A Community To Market ToRethink Your Targeting MethodsUse Common SenseKeep Focused On Your Brand IdentityThis Tends To Reflect A More Corporate View That Larger Companies Need To Keep Things Simplified, And Use Staff Who Take A Real And Passionate Interest In Their Work.However, Very Niche Market Targeting Is Becoming The Necessary Life-blood For Small Business, Where New Marketing Isnt Simply About Repositioning Within New Markets, But Instead About Capturing A Spirit Of Entrepreneurial Enterprise Where Small Remains Most Profitable Where Companies Remain Customer Focused. In Short, New Marketing Is As Much A Rejection Of Corporate Marketing, With Its Impassionate Image, Disdain For The Customer, And Focus On Numbers, Not People.New Marketing Is Therefore Focused On A Passionate Customer-focused Marketing Concept, Which Is Especially Typified At Creating Passionate Users:Focus On How The User Kicks AssEvangelizeUsers Have PowerUsers Own The BrandTwo-way ConversationPersonal ServiceWord Of Mouth Over AdvertisingIn Short, As The Marketing Environment Changes, So Marketing Methods Have To Change The Mantra Of New Marketing Is That As Markets Become More Vertical, Then Marketing Must Invest First In People.
