"the less marketing à la vingtième siècle is needed"

"We need a shift in the way many of us think about our roles as marketers and entrepreneurs.
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Customers means anyone who takes an action with you, whether it's paid or not. It's not wrong, but it's incomplete, on two dimensions.
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The first dimension is that the transaction is just the beginning; fulfillment is what grows customer lifetime value.
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The second dimension is that we live in an interrelated world, and one person's end of cycle dovetails with another person's beginning of cycle.

Ultimately, the more success you experience and create, the less marketing matters. This means we shouldn't settle for the transaction of making a sale. We need to aim to give our customers a transformation, whether in the form of solving their problems or providing delight."

Combinar o último sublinhado com a ascensão da importância da economia das experiências e com os seguintes textos.

Primeiro, "The Visibility Paradox":

"You don’t need to look far to see that we’re expending a lot of time and resources metaphorically waving our arms in an attempt to be seen. The irony is the best way to be seen is to get better at seeing.
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When we become more interested, empathetic and generous, we not only see the opportunities others miss, we also do our best work in the service of others. There will always be a place in the world for, as broadcaster Krista Tippett says, ‘voices not shouting to be heard’. We build businesses we’re proud of by ignoring the noise and getting in touch with our humanity."

Segundo, "Everything Social Marketers Need to Know About Micro-Influencers":

"When it comes to your social media strategy, bigger isn’t always better.
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In contrast to more well-known or celebrity influencers, micro-influencers are everyday social media users with smaller audiences.
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82 percent of consumers were “highly likely” to follow a recommendation made by a micro-influencer.
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They are perceived to be more trustworthy than celebrities
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micro-influencers are 6.7 times more efficient per engagement than influencers with larger followings. The down-to-earth relatability of everyday people is something huge social media influencers can’t buy.
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With micro-influencers, “You are spreading the word about your brand through lots of different ‘everyday’ people in a seemingly organic way,”
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“Because they are personally invested in their crafts, micro-influencers are trusted sources of recommendations for followers, ... Micro-influencers have a genuine interest in the topics they post about—something that comes across in their content."

Talvez aquele "the less marketing matters" deva ser substituído por algo como "the less marketing à la vingtième siècle is needed".


Trecho inicial retirado de "Want Happier Customers? Focus on Transformation, Not Transaction".