COURTESY OF GUEST BLOGGER, JILL STONE, STONE MOUNTAIN SOLUTIONS & TRENDS IN MARKETING MAGAZINE
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My father used to tell me "don't be a follower". I hated that because he was really saying was No, I’m not going to buy you the latest trendy jeans that everyone else has just because your world will end if you don’t have them. Yes, I was a drama queen but now that I’m an adult, I can see his point. And the same thing can be said for how we as business owners market or advertise our businesses.
One of the reasons we started Trends in Marketing was to help business owners and other professionals stay updated on the trends in technology, design and marketing. And let me tell you…it is quite a job!
Back in 1996, Bill Gates coined the phrase “Content is King.” He envisioned the potential of creating educational, informative and creative content and how the internet will be useful for delivering that content. And yes, content drives the internet and we have all benefitted from the ability to connect instantly to content about any subject.
But as with all trends, they lose their sparkle when everyone and anyone jump on the bandwagon. We lose originality, individuality and the ability to stand out. My father wanted me to be different and a leader not a follower; but as a teenager, I was only interested in being popular and being noticed. The funny thing is, you are more likely to be noticed when you are different. My father was right. And I can see his lesson playing out in the business world as we all seek to do what we perceive is working for other businesses. I guess it’s just human nature.
One of the reasons online marketing or inbound marketing became popular was because the marketing gurus said that we were getting tired being bombarded with messages telling us to buy their products. Traditional advertising in the form of TV ads, radio ads, magazine ads, telemarketing, and direct mail began to suffer because we now had the ability to tune out their messages through remote control and caller ID. So inbound marketing became popular and the ideas was to pull the consumers towards you by offering them interesting and educational content.