Marketing software doesn’t help how you market.
Marketing software doesn’t help you or your company be better communicators. When you look at software solutions you find task-focused point solutions (email blasting) or mess-management automation apps, which offer a “single pane of glass” (combo email marketing, landing pages, social media marketing) with built-in testing, dripping, and nurturing.
None of these solutions materially change what you create to engage with people, the tone of their experience or who at your company gets to do the engaging. Marketing still shovels infographics, webinars, emails, etc. even though the market doesn’t want that stuff.
What type of marketing does the market want?
Short and authentic. Think: Reality tv. What companies–and software vendors–have missed is that the market–so all of us in customer mode–are now used to consuming raw, people-generated “cut-to-the-chase” communications. Our news comes from Twitter, videos on Youtube, we respond to quick text messages, reach people directly, pay for just the little piece of media we want. We no longer buy slick communications from corporate fantasy worlds, we want reality. We want behind the scenes, to see who we’re dealing with, to glance and get it. We want companies who aren’t afraid to show us who they are and what they do. We want them to value our time.
That’s who we want to engage with.
So what’s holding Marketing Software back?
Marketing Software is built for the old, slick world. It needs to graduate from automation and embrace consumer principles. We all market like crazy in our personal life. We’re constantly influencing others on social networks and showing what we’re up to to get attention. We do it from our phone, computers– pretty much everywhere and all day long. The toothpaste is out of the tube.
But then we go to work and it’s only the specialists (and their consultants) that can “do marketing.” It’s a magical waterfall process that takes forever and costs a ton. And the market doesn’t stay still. The rest of the company looks at Marketing and wonders why it’s so hard and so precious. And Marketing looks at themselves like gurus on the mountain– the communications police enforcing the “right” communications.
Beyond software, what needs to change are company’s policies about who is responsible for content and how it’s delivered. Amazing, authentic and marketable content is happening around us all day, everyday. Imagine if anyone at work had permission and new tools to spotlight these moments in smaller, faster ways. Have a job in shipping and receiving? Show that the boxes for the spring collection have arrived. Work in product? Show some of your cool manufacturing process. Meeting a customer? Capture the moment and share what they’re doing. That’s what we’re focused on solving at Crushpath. Before you think, “but communications would go out of control!” remember that that’s what they said about social media (and email way before that). Trust your employees and equip them to succeed.
Marketing must move from policing and controlling to providing and encouraging. The best marketing shows what we do and is personal. It’s real-time content that’s available to create or consume on the fly.
What do you think? Love your thought and feedback.