New marketing

I've been a marketer out of coercion for years. I deal with all 4Ps because otherwise my business wouldn't exist. Over that time, I have noticed many aspects and inconveniences. This is my vision for marketing and marketers into decades to come. I've worryingly called it New Marketing. It's going to be a ride.

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Marketing & Marketers

One of my experiences with digital projects is that it is very advisable to clarify the language with other team members before you get to work. You will avoid so many misunderstandings.

When I say marketingI mean the process search for customer needs and devising ways to satisfy them. Every business does marketing, otherwise it wouldn't exist — it wouldn't have customers.

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You didn't expect that, did you? A smaller part of marketing is marketing communications. This includes strategy setting, long-term brand building (branding) and operational communication through various media (SEO, mailing, socks,...). And only a small segment of marketing communication is paid advertising.

Many people believe that marketing is advertising. And in fact, this is not far from the truth today. When a company has a marketing department, it often deals only with marketing communications. Specifically, it addresses what, where and how to tell people to buy our products as soon as possible.

The second important concept is marketer. This is the role performed by marketing activities. If in your organization they have been reduced to communication or god forbid advertising, it typically deals with:

👉 PPC advertising,

👉 by writing on facebook,

👉 by printing business cards

👉 and visual style management (so that the business cards are always the same).

In the best case, the marketer knows about the SEE THINK DO CARE framework (and mainly deals with the DO phase) and distinguishes between brand and logo.

Marketing has been reduced from its original 4P in many organisations to 1P. Instead of product, distribution, pricing and communication... only communication remained. This has many impacts that are not the least bit pleasant for marketers and I will discuss them further in the article.

In addition, the chair of marketing director gives you a high chance that you will not sit on it again next year, because the PPC and banner can be handled by the agency anyway, so why do we have you here, bye.

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What is happening in marketing communications today?

COVID-19 has accelerated the original trend of moving communication into the online space. People are more online today than on the streets. The fairs are over. If you're planning on going to a physical conference this year, we can have a chat at the end of the year about whether you've made it. I hope to arrive in September at WebExpoBut I see it as 50/50.

For negotiations, you just need ZOOM, networking LinkedIn, to search for PPC end customers.

And marketing communication in the online space is gradually becoming commodity. That is, you can get it quickly, cheaply, in large quanta and of sufficient quality. Marketing communication is expected to develop tremendously in the coming years. The same development, in my opinion, means the end of marketers as we know them today. If you work as marketer and you're under 60, so it touches you very personally.

Most often you hear from marketers that they are doing PPCs. Or SEO. Or they specialize in socks. Let's take a closer look at their boxes.

The future is already here. It's just not evenly distributed. -- William Gibson

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PPC

Today, PPC's business model is built on monthly campaign management plans. But will it be needed? Try today to compare the performance of manually configured PPC ads and Google-generated DSA campaigns.

The moment Google is able to replace human interaction with something automated — something it's visibly trying to do today via chatbots... and powerful PPC advertising becomes available in one click... what will the agencies do?

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SEO

SEO is based on several pillars, and these are controlled by Google.

Google shows unpaid search results. That's happening so far. At the same time, many queries at the top of search results show only paid advertising or clicks to other pages of the search engine.

Google doesn't want to do SEO alone. He doesn't want that yet. Is it sustainable in the long term? What's stopping Google from offering automated improvement to your position on some queries when you pay for it? This is not necessarily the same as PPC advertising.

Maybe they can be Automated technical consultations = what are you technically supposed to do with your site to make it better display in google.

Or automated generation of relevant keyword analysis based on the content of your site.

Who can optimize pages for Google better than Google?

For me, it's only a matter of time before the terms change and Google becomes a purely paid bulletin board for all interesting queries, even if it may not be visible at first glance.

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Mailing

Mailing pokkete. The difference between having or not having your own contact database is a matter of life and death for many businesses. At the beginning of 2020, not only all restaurants felt this. However, it will not necessarily need specialists to write emails, since we will at least partially generate them. Which brings us to copywriting.

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Copywriting

Writing shorter texts is becoming a thing of the past. As an old man, I still write by hand, but otherwise GPT-3 generates texts one joy. Try it Copy.ai in combination with Google Translator. Judge for yourself my five-minute effortwhen I tried to derepresent House of Cutter:

If you want to attract new customers and increase sales, you need to have a great strategy for your business that starts with a professional website.

In fact, there is no “solution”, only a well-rounded, results-oriented approach and a quality solution that meets business needs.

Our team has proven experience from multi-million dollar projects completed in the Czech Republic. We offer quality consulting in strategic management, innovative UX design and web analytics consulting.

I didn't write this! The texts are generated and translated. Sure, it would take a little bit of combing, but that's not really that much of a problem, is it? Within five minutes I got a bunch of versions of the marketing text and some of them were actually good! And in Czech...

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Social Networking

Socky. I estimate that PPC advertising here will indeed be automatically generated a little later than in the case of Google, but it is already coming here as well. Automation can be hampered by GDPR, e-privacy or data loss due to iOS14... but the trend is clear.

Well, and writing on social networks... who would write something when they can generate 15 variations of a post and only review the best one? Well... I... because I enjoy it. But who else?

Socky awaits commoditization. The price of social network maintenance will drop significantly, and where it really matters, the owner/director will write directly and not the ghost writer. And he hires the original copyist as a coach, that is, if the spear can handle it.

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Visual style

Logo, colors, fonts, basic mercantile... everything you can Generate today. I even have a few friends who have actually done this. At the beginning of a new business, when it is not yet clear whether you will succeed, you need to save every penny, and visual styling for 100 000 CZK or 20 USD makes quite a difference. Although visually they can actually look pretty similar. Try it yourself.

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Sure, our coat of arms isn't even a hint of that. It can't be generated. But I've been in business for a long time... and I had my first real logo done by Adam Hrubý after 10 years in business.

Along with the visual style, you can of course have business cards, banners generated...

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Events

I expect a continuation of the boom in virtual events and a significant technological shift in this area. And a significant decline in trade fairs, physical conferences or meetings.

I know you are tired of online, but this is not the essence of the online space, but the competence of the organizers. In the Czech Republic, I could dig into practically all the conferences that excelled in the physical world... because online they are completely lost.

Not to be so negative — our workshops 💪 (public ones are e.g. Test workshop or Strategic Research Online) are, for me, some of the best managed online events in our country... and the creators of all those presentation webinars fire me up because they set completely wrong expectations for the participants. The webinar is dead.

Learning to do experiential online events is definitely one of the directions that makes sense for marketers.

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Marketing Ops

Marketing Ops is an umbrella term for increasing the effectiveness of marketing through technology and process automation. I expect a huge upswing in this area, as automation can literally be leveraged through Zapier, Integromat and other services today.

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Websites & e-shops

Websites and e-shops are a bit more complicated. For a better idea of their future, we need to divide them into smaller units. That's how we do it -- content, graphics, technical solutions.

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Content

Content — it can certainly be at least partially generated today. But do you know which content will actually work for your target audience?

The basis of content creation is research — you can't understand people from the table. You need to share that know-how across the company. You could argue that you generate and verify everything through A/B tests... but that method is quantitative and its use for smaller and medium-sized projects is limited.

Putting together a meaningful structure, interlacing pages with each other, creating larger content blocks that combine text, images, photos,... it's not a commodity yet. Even though they are startups that have been trying this for 10 years and someday it will work out for them.

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Graphics

All sites look the same today and the user interface of the site is a commodity. It is enough to make your component system once and you can create websites like on a treadmill. This is what most big companies do nowadays, by the way, and it's kind of the last reasonable job for web graphics.

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Technical solutions

The technical solution of the site can be rented for small and medium-sized projects without any problems. You don't need coders or programmers. There are a variety of platforms for renting a site, we use Webflow. For e-shops Shopped chi It's Shopify.

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Website development management

It is one thing to make a website somehow and run, quite another thing is to develop it efficiently. Managing the continuous development of the brand's digital touchpoints is on the rise. For a long time, advanced companies do not redesign websites every 2-4 years, but instead continuously improve them. The website is never finished and needs to be scrolled just as the needs of your customers are shifting.

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What follows from that?

Text generators, visual styles or PPC on the click will allow the layman to create much better outputs than before. If a marketer focuses on just one channel, they may soon find themselves in a world where they are 80% replaced by a machine. And this can be quite annoying.

As you can see, a lot of things have changed over the past few years, and if you depend on 1P marketing communications, it doesn't look very interesting for you in the future. This is despite the fact that marketing communication, especially online, will experience an incredible boom. And this brings us to the topic of this article.

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What won't change?

“I very frequently get the question: 'What's going to change in the next 10 years? ' Och det er et; det er en en. I almost never get the question: 'What's note “Are you going to change in the next 10 years?” And I submit to you that the second question is actually the more important of the two — because you can build a business strategy around the things that are stable in time.” — Jeff Bezos

As the richest man in the world says — the interesting thing is what will not change in the next ten years, because you can build a strategy around it. I have several theses on this topic, which I have laboriously named for myself New Marketing. So what won't change?

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Human needs

Customers will always want to meet their needs. And they will go to the brands that allow them to do that. Ongoing marketing/user/customer research is and will be the cornerstone of marketing decisions. And indeed will not Based on questionnaires or focus groups.

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Life online

We are all and will be more and more online. Companies that have been dependent on trade shows and physical space will finally join everyone else in the endless digital plains. Everyone will have the need to be seen, interested and win over their future and current customers. It's online. We are and will be in the age of development of digital marketing communications.

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Playing on brands

Branding is and will be on the rise. Strategically setting up brand communication and attracting fans is the cornerstone of long-term marketing success. It is and will be much cheaper than paying Google for every click because the price of advertising will go up.

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Relationship management

The brand will attract fans to you, but then you have to work with them. The fan community isn't going to do it alone. The same applies to partners, media, customers and employees.

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Game on dates

Organizations make and will make decisions based on data. Their technical provision, data reading and interpretation competencies and related processes will continue to develop to date.

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Complexity of the world

The world will not become simpler, but on the contrary, the complexity of everyday work will continue to increase. People who can manage projects effectively and to navigate in a complex environment They will prosper.

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The New Age Needs a New Marketer

A new era of marketing and marketers is coming. Of course, this is still the case, but the recent changes have been rapid and significant, although the market has not yet noticed them. I call it New Marketing.

New marketing does not mean throwing away everything you have done so far, but to start slowly directing attention from activities that will go automated to activities that simply will not be automated.

I expect automation especially in PPC, SEO, writing short texts or graphics.

New marketing means starting to truly manage your digital ecosystem with respect to the needs of customers and the technical capabilities of the world. Not many people can do that yet.

Marketing communication is not going anywhere, quite the contrary. But what companies need from their marketers is changing radically. There will be at least one more guy. P as a product. Digital product.

It doesn't matter if the company sells screws, mats or diamonds. Digital products — i.e. websites, e-shops, applications, systems, portals,... — will play a significant role in meeting customer needs. And these digital products will need to be designed, managed and developed.

The task of the new marketer is to continue marketing communication and, in addition, to start developing digital brand touchpoints. Instead of a biennial site redesign comes continuous work with digital touchpoints, creativity and innovation.

Key competencies of the new marketer will include:

• Marketing strategy — planning coherent and deliberate communication.
• Branding — management of brand communication at a strategic level.
• Creativity — without it, your communication will be robotic like everyone else. The marketer should be the most creative person in the room.
• Research -- without understanding the people out there is no strategy or creativity. The marketer needs to continuously deepen his knowledge of the people out there.
• Development of digital products — websites, apps, systems, e-shops, landing pages, chatbots,... someone has to deliberately design and improve them so that they work for the people out there as an interconnected whole.
• Focus on results — working with complexity, experimenting and learning what works for your brand and its digital extensions. 80% of ideas fail, but the few percent that survive have a higher benefit than any PPC investment.
• Digital infrastructure -- as you can see, a lot of that can be generated today. IN mobile apps. IN information systems. Are you navigating it?

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New marketing is coming

• I expect the rise of marketers-strategists, who will keep the brand and marketing-communication strategy in the companies.
• I expect the rise of marketers and product makers, who will invent, develop and rope the brand's digital touchpoints.
• I expect the rise of the MarketingOps people, who will, among other things, deal with data, infrastructure and technical aspects of marketing.
• I expect an increase in the number of specialists in diverse channels, while reducing their income. It's not an interesting career choice for me. It's similar to being a web graphic designer or a brabenarian.

Carry on with my prediction as you see fit.

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Q&A

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Will there be a PPC, SEO Mage and Social Worker in 2030?

Ah yes. Inertia is powerful. The question is whether you want to be one of them.

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Why should I bother with digital products? The website is managed by our agency...

There is a huge difference between managing a digital product and developing it. The agency probably cares about keeping the site running and adds content to it. Both are solvable by choosing a suitable rental solution. A completely different question is how do you work with the site to have a higher benefit for the business.

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Doesn't it make more sense to jump into loyalty programs?

Customer loyalty does not come about by giving them a flashcard, but by solving their problem or aspirations in the long term. The card is a bonus. The loyalty program is one of many ways to work with a customer, it is advisable to know about it and if the need arises in your particular case, then hire a specialist for implementation.

Of course, a loyalty program can be a powerful tool for collecting customer data that can be used to predict results and examine their behavior.

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We'd rather go into more aggressive PPC advertising...

Advertising will not save you if the competition will better solve customer problems. Moreover, it will be expensive. And there will be a crush at her place. It already is today.

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Generated lyrics, haha, what a load of crap...

Well, before GPT-3, I was telling myself that too. Now my confidence is significantly hacked. I recommend trying personally for your brand. It is possible that you are in such a specialized field that it is really crap so far and you will have to wait a few more years.

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I disagree with your point of view

I'll be glad for your own! Opposition is the basis for the improvement of ideas.

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