CMOs Can’t Push ME Around Anymore!
As an assiduous buying society, we have morphed quickly from an old financially sound “work hard, save your pennies and eventually enjoy the gratification of a new TV or tablet” mentality to our current, highly emotional internet-induced buying, better characterized by “I see it, I want it, it’s on sale and I shall have it through instant credit, right now!”
Today, and frankly since McDonald’s invented the first emotionally charged, instantly cooked drive-in-burger and fries experience, everything has changed for hungry buying consumers. What is everything? Everything relates to two very meaningful and potentially disruptive marketing words controlled and commanded by consumers, not by marketers: “instant gratification!” Consumers have access to and have been heavily Internet trained to hunt, to pull for instant information and content.
By "instant," I mean product knowledge, discounts, IM response, social “likes,” social product reviews, product juxtaposition, videos, credit, “other products you my like”, all tied to instant buying on command, on demand. And yes, consumers still love the old style gratification of instant drive-through hamburgers but we are very clear as savvy marketers that today they run and hide from old methods of brand pushing, product pushing and integrated marketing push tactics.
We surely can agree that consumers love instant everything, love short cuts to content important to them not to marketers. After all, it’s all about “ME” the consumer, not about you, the brand! I strongly suggest that old style push marketing triggers for building brand awareness, product preference, recognition and competitive value to accelerate commerce have forever been disrupted, discounted and changed (old “talk-at-me” marketing is gone).
How has integrated marketing changed? And how is this supposed dogma different than just declaring, like hundreds of blogs and articles have already, “your brand needs to be socially charged, engineered and networked?” The difference is that it is really all about creating integrated marketing from a pull perspective, not a push perspective. Many savvy marketers already know this and have competitively advantaged their brands, products and sales right in front of our hungry marketing eyes.
Think Amazon, Apple, Dell, Google, Yahoo, Bing, even think Price Grabber during retail consumer show rooming actions. These leading, muscular characterized brands capture consumer brand attention, interest and their pocketbooks through consumer based pulling during a consumers hunt for product information, during the actual selection of products all the way through future preference. How? By creating ambient, highly valued integrated brand and product associations that are consumer-wanted and consumer-pulled, culminating in instant gratification through a green button titled: “Buy now!”
These instant gratification pylons with “pull” buying buttons are the perfect branding and selling machines for CMOs. Awe-inspiring new e-machines creating instant awareness, preference, recognition, competitive value and instant measurement all at the last three feet of the sale where consumers pull the “add to cart and buy it now” levers. Any time you purposefully pull yourself to these brand locations they will suggest, offer and complete every consumer want, desire and service instantly, effectively, perfectly.
These buying experiences lead to awe-inspiring consumer brand awareness, brand preference, brand value, lifelong brand relationships: instant consumer happiness and gratification. In the old days marketers needed 5 to 10 different push advertising mediums (“integrated marketing”) just to announce and declare to consumers that their brand and products were available. These varying advertisements were to triangulate into brand and market selling success. All while at the same time CMOs presented their CFOs expensive polymath research heralding strength in brand awareness, preference and recall. But where oh where are the sales, asks the CFO? Where oh where is the traffic needed to stoke new sales, new profits, new growth? Perhaps the CFO just doesn’t understand the long view value of push integrated marketing. Or perhaps everything has changed because from consumers pulling into a fast food McDonald’s to consumers pulling their preference in brands, products and where to buy.
Marketing and advertising investment chores have changed forever as best revealed through our new consumer centric, consumer pulling, consumer instant gratification commerce called the “e-cono-ME.” I anoint this new turn of phrase “e-cono-ME” to signify and decree that consumers view potential brand or product buying today very differently from years past.
They view buying as a self serving, instant gratification trio of very smart, savvy and well administered benefits through the first inch of any piece of glowing glass. In our new e-cono-ME, successful integrated marketing foundations (whether in the cloud or in a brick retail store) must include sell-pulled consumer attention, interest, conviction and desire to participate, to motivate profitable pocketbooks for your business, for your brand. Not a simple task, especially in a brick retail store where consumers are literally crippled in their ability to pull various information as they command like Kings and Queens instantly in the cloud. Let us best define our new “e-cono-ME” as:
1. The “e” of our new “e-cono-ME” symbolizes the ubiquitous pull buying power for any consumer hopping across local, regional or global glass clouds. They know in their heart, minds and pocketbooks they can pull pertinent information, competitive product juxtapositions, social reviews, pull ultimate, instant gratification triggers to buy right now at the right price, right choice, right for ME.
2. The “cono” of our new “e-cono-ME” is all about fast, make that hyper-fast, extremely efficient usage of our personal and business assets as in the word “economize,” avoiding waste, being frugal- with our time, our gasoline energy and our pocketbooks. We have trained all consumers to demand the best price, the lowest price all in so they can best “e-cono-mize.”
3. The “ME” in our new “e-cono-ME” is created, elected, secured and proven through our socially e-charged lives. Consumers by the billions are self-declared, self-made publishers of video, photographs, comments, observations, knowledge, blogs, entertainment, web sites through both narrow and wide social groups. Our new e-cono-ME is for consumers savvy and opinionated pulled viewpoints and shared assets, not under our legacy brand and product pushed viewpoints, pushed selling, pushed product.
The conclusion? Older styles of integrated marketing across multiple advertising mediums, each with solitary and ad-medium centric messages and purpose are sluggish, expensive and comparatively tired in contrast to our new consumer pull-integrated e-cono-ME. Pushing TV broadcast to promulgate “halo brand and product awareness”, utilizing radio to “drive narrowcast retail product sales opportunities”, utilizing newspapers “for promotions, coupons and discounts coming this weekend” continues to be preempted by Amazon and others who offer all three features of broadcast, narrow cast and micro cast instant gratification at the same instant consumers can push to buy. We can no longer simply “push” our wares to consumers within our new e-cono-ME.
We must respect change and deliver instant gratification marketing techniques to pull consumers through our lives, pull them through our brands and products: pull them into our hungry brand future. In future articles we will explore, suggest and deliver specific recommendations to advantage brands through our new e-cono-ME.
Related story: A Sale Will Be Made Today!