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 marketer
Simplify marketing management
Direct interaction with customers
Dont rely on the averages of market research
Use only passionate marketers
Treat customers as individuals, not numbers
Permission build a community to market to
Rethink your targeting methods
Use common sense
Keep focused on your brand...
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