One fundamental concept for marketing success

This topic comes up more and more at the moment. It is perhaps because social media has changed the marketing landscape back into a personal connection between buyer and seller and well away from the advertising model of reaching, impersonally, many-with-one message.

So, let's look at where we came from, to see what we can apply again now:

• Marketplaces were absolutely personal. You knew the seller, you stood face-to-face with them and held them accountable for the quality and effectiveness of their goods. You knew where their business was,where the products were made and you could build up trust over time.
• You could ask other buyers if they recommended a seller, listen to comments made 'on the street' and not miss a wronged buyer complaining of their mistreatment.
• Social connection was natural and automatic - news was discussed, politics affected and society defined by each individual conversation.

The change to this way of doing business came much earlier than you may think - with the start of printing in the mid-1400s! This took us into the era of mass marketing which remains still today in the form of websites. We aren't suggesting you shouldn't have a website - of course they have such an important role in business but let's now look at where social media has brought us:

• We are back in a highly personal place.
• People are there to socialise as well as discuss everything from politics to hair dryers (not least to watch videos of cute cats). If ever there is a place for understanding consumer behaviour, it is Facebook! Do you have a friend with a Tesla car? If so, you'll know exactly what I mean.
• Word of mouth recommendations are at the forefront of purchasing and they are current - people often comment immediately.

There is plenty of evidence to show that social media has a huge influence on our shopping patterns but I wanted to point out the fundamental point. People buy people. Not literally, what we mean is that human nature drives us to buy things from people that we trust and 'understand'. If you remember this when planning any marketing, it will help you make it a success.