There's no denying it, no matter how many businesses wish it weren't true. Consumers truly hold the balance of power in the game of marketing and sales. Where it was once possible that marketers could literally ram products and services down their clients' throats, today customers are in control given they're much more sophisticated and knowledgeable. They instead expect marketers to be able to convince them of the value of their wares.

How and why has this occurred? For starters, the internet has truly leveled the playing field when it comes to consumers' access to quality information, not to mention their enhanced ability to share it. With their ability to influence other consumers and brands, consumers hold tangible power in the marketing equation. This is achieved through product reviews/ratings and social media. This influence cannot be underestimated.

So how should businesses react to this? Simply put, they must ramp up their game. Marketers need to show value to their customers at every turn and with every opportunity – full stop! Failing this, businesses have no one to blame but themselves when their products fail to sell or garner true brand ambassadors.

Bang Less, Murmur More

The above comment came from a speech made by renowned anthropologist, author and culture expert Grant McCracken in a keynote presentation at the Pro Create conference in Toronto in October, 2012. His message – marketers need to do away with the sledgehammer and employ a more subtle approach. Have a conversation with your clients and employ a ‘give and take' mentality to reach an ‘understanding' with them.

What this Means for Businesses/Marketers

Marketers need to treat customers in a more nurturing manner and look at them as peers as opposed to some inferior and unintelligible being! Building long-term relationships with your clients through new media tools such as social media, blogs, value-added e-newsletters, not to mention traditional marketing tactics will go a long way to fostering client engagement and trust, exactly what businesses need in a competitive marketplace.

And remember, all the above will be worthless unless your messaging and content is relevant to your audience. Put yourself in the shoes of your customers and speak to them in manner that would resonate with them. Do this and the rest will flow – naturally!

To learn more about how Sydcam Marketing Communications can help you connect more effectively with your customers to nurture mutually beneficial relationships, contact us to book your complimentary 1 hour consultation.

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