2013 is going to be a very interesting year for marketing. The communication touchpoints have changed, the customers are now more educated and accessible and the pace communication is much faster than ever before.
Marketing will no longer remain that single and independent department that sales, hr, customer care and finance look up to. The scene will change dramatically and these departments will now start hiring inbound marketing resources of their own because now every activity within any department of an organization is an interaction and every interaction needs to be shared and marketed.
In fact it is happening already. HR department in most organizations are now looking for potential candidates online and at the same time they are using these platforms to market their company as the employer of choice on social platforms. Customer Care – a department that was once home to a pile of emails and telephone calls is now turning to social media to reply to customer queries and to market the organization as the most socially devoted and responsive company as compared to competitors. (there is now even a certification for that). Sales and business development departments are now hiring resources to design workflows and generate lead directly through the web and social media. But it will still take more time till companies realize this and introduce a non-centralized marketing approach within their departments.
Moreover, the future of marketing will be more about storytelling. Every company, every brand, every department in a company has their own story and people are interested to listen to these stories because stories are real, stories are fun, stories are lively, unlike any marketing-lingo. People don’t buy the ‘what’ you offer, they buy the ‘why’ and that’s why your marketing strategy needs to have a story.
“If a story is not about the hearer he [or she] will not listen…A great lasting story is about everyone or it will not last. The strange and foreign is not interesting–only the deeply personal and familiar.”