I remember the day when I made my first sale through the
internet; I could not hide my excitement. Every transaction was done through
emails; pitching, questions and explanations, agreement forms, etc. The client
knew about our company so all he had to do was to authenticate that I was
indeed an employee of the company. Once he did and realized how good the
product was, he was ready to do business. This was a busy business man who took
advantage of the “new media” to get what he wanted.
I am not saying go and sign your death warrant on the
internet but what I am saying is that this too is possible. We have become so
used to the old way of doing things that we feel anything that will cause a
shift in our paradigm is not good. There is the need to diversify!
Marketing has come a long way from the days when all we had
was face-to-face communication. Now, we have the TV, radio, billboards, prints and
even the internet. To achieve optimum results with your marketing campaigns, you
need to embrace all these platforms.
Diversity also means recognizing and acknowledging that
different consumer groups have life experiences in different cultural and
social settings. Because of this different cultural programming, the tastes,
values, expectations, beliefs and lifestyle preferences of these groups will be
different from others. Marketing today should be able to create effective
communication methods and a communication mix appropriate to each of the
diverse groups in the market. Companies and organizations must continue to
adjust their marketing strategies to stay competitive and abreast of the latest
trends and technologies.
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