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What is the next BEST thing in marketing?

July 29, 2009 | Leave a Comment

Writ­ten by: Lee on July 29, 2009.

googleI googled this ques­tion and found some inter­est­ing results. I will tell you what I found but first I want to make a comment.

To me the next best thing is about emerg­ing or new ‘things’ and to me most the search results were about tech­nolo­gies or method­olo­gies that are here, some newish but not embraced by all yet and oth­ers have been around for a few years at least for early adopters. I sup­pose it depends on how you define ‘new’ and even ‘next’. To me the pace of change in tech­nol­ogy and the world makes a short time = a while in this respect. Can we really call some­thing next, before we embrace it some­thing new is created?

So how do we keep up and decide what is worth adopt­ing. Many early adopters of the more suc­cess­ful ‘next best thing’ have seen suc­cess as a result. How­ever, with so many ‘next best things’ emerg­ing how should we choose what to use. For me I believe keep­ing abreast of new tech­nolo­gies, method­olo­gies and devel­op­ments in your indus­try and world an impor­tant ele­ment of future success.

So what should we adopt? We should adopt those that align them­selves with our strat­egy and tar­get audi­ence. We need to keep an open mind and keep in touch with our tar­get audi­ence to under­stand what they are adopting.

Now back to my search results. The result that out weighed any other (and prob­a­bly not a sur­prise) is social media. Many deem this as the next best thing. The arti­cles range from Blog­ging, Face Book, MySpace, You Tube, Tweet­ing, Flickr, Wid­gets, Pod Cast­ing and more. Some of these have been around for a while. I think we are past the early adop­tion stage with the major­ity of the ones mentioned.

Other search results were about behav­ioural tar­get­ing though referred to web ads. How­ever, I am a strong believer in seg­ment­ing your cus­tomer base based on behav­iour and will write a sep­a­rate post about this. Other sug­ges­tions were Busi­ness Intel­li­gence, Pre­dic­tive Mar­ket­ing, Affil­i­ate Mar­ket­ing, Glob­al­iza­tion and the list goes on.

I also found this inter­est­ing arti­cle on mar­ket­ing to the youth if this is your tar­get audi­ence or take note of the youth as your future tar­get audience.

What do you think the next best thing is?

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