Originally published: 30/07/2018 12:21
Publication number: ELQ-26095-1

How to Adopt Practices To Compete In The New World of Marketing

10 Practices To Compete In The New World Of Marketing

by Marty Zwilling
Founder & CEO, Startup Professionals, Inc.

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Introduction

The world of marketing is changing faster than technology these days. Winning entrepreneurs have long since supplemented conventional print and video “push” marketing with digital online interactive “pull” marketing, and more recently added social-local-mobile (SoLoMo) to the mix. Mobile and global are driving all of these in innovative new ways to grow your business.
For all those entrepreneurs and startups who can’t yet afford a new age marketing agency, it’s impossible to keep up with “best of breed” marketing activities and strategies. I found some help in catching up via a classic book “Sell Local, Think Global,” by marketing message expert Olga Mizrahi. Along with her insights, she offers 50 innovative new tips to grow your business.
I’ve paraphrased here a subset of her guidance which I believe characterizes the key changes and the implications for entrepreneurs just starting, as well as more mature businesses:

Step n°1 |
Pinpoint your Unique Value Proposition (UVP)
These days it is often more about being unique than being valuable. A UVP sells a product or service because it differentiates it from other products or services that are available. Skip the better, faster, or stronger; you need to be the best, fastest, or strongest to truly stand out.
Step n°2 |
Reach your target audience intimately through interaction
Target marketing has moved to a whole new level both geographically and demographically. With social media, you can interact more precisely and create custom products and marketing to be almost all things to all people. The broad-brush push-marketing is no longer competitive.
Step n°3 |
Build word-of-mouth into your product or service
The very best marketing is word-of-mouth from your very happy customers. You need to give them something to talk about and incentives to be brand ambassadors. These include an aura of exclusivity and cultivating an “under-the-radar” vibe that pushes people into one-up-style revelations.