“Like yesterday today is not, and tomorrow, different from today, will be”.

Yoda paraphrasing Philip Kotler, often referred to as the father of marketing.

Yoda and Kotler two of the wisest gurus if ever there were… even though one of them is a fictional character from Star Wars!

In his classic tome about marketing Marketing Management – Marketing in the 21st Century, Kotler argues that globalisation, technological advances and economic deregulation create endless opportunities. Time is running wild and marketers need to stay on top of these opportunities in order to succeed.

Kotler says succinctly that marketing deals with identifying and meeting human and social needs – “meeting needs profitably”.

Those human and social needs, real or perceived, are changing at the speed of light these days – which explains the adage that Kotler has coined about change. Each day; each campaign is different from the previous one as needs and objectives change. Our audiences are distracted by strange fascinations, which marketers need to cut through to grab their attention.

There is another adage that goes something like – the more things change, the more they stay the same. It’s an English translation of an epigram attributed to 19th Century French journalist and novelist Jean-Baptiste Alphonse Karr.

The principles of sales and marketing remain the same. While the consumer world changes rapidly according to the latest trends – and marketing changes with them – in B2B marketing, the pace of change is slower. There is a temptation to be dragged along by the latest tools and trends, which is fine if those meet objectives. But sometimes, they don’t.

Two things Kotler pointed out – globalisation and technology – can be distilled into social media, which makes marketing communications objectives easier to achieve.

But it is important to ensure that you are using the right social media tools for the job. Social media is a like a carpenter’s tool box. Not all tools are suitable for all of the tasks the carpenter is called on to undertake. They select specific tools for the job in hand. New technology will come along to make marketing task easier, but don’t jump on the bandwagon just for the sake of it – select the right tool to achieve the specific objective.

At OlsenMetrix we use specific marketing techniques delivered through channels that are appropriate to your business to achieve real results. Enabling your customers to build a relationship with you online has now become a compelling influence within the sales cycle. Content marketing recognises this by giving potential customers what they are looking for – useful and relevant material delivered through multiple online channels such as social media, websites and blogs. When executed well, content marketing will also have a positive effect on search engine rankings, ensuring that customers can find you easily – and get the information that they are looking for.

To find out more about how we can help you deal with changes in your market and deliver effective marketing campaigns that adapt to your needs and will bring real results call us today on 0333 101 0075.