Marketing continues to evolve; the most recent era, relationship marketing, began in the 1990s and culminated in CRM, or Customer Relationship Marketing. The newest era, according to Robert Rose, is upon us, and it's all about experiences. Rose, co-author of the book, Experiences: The 7th Era of Marketing, tells Michael Stelzner of Social Media Examiner, "Developing delightful, informative, useful experiences from marketing's lens is really the new way to formulate a marketing strategy going forward."
Creating experiences set a marketer's product or service apart, but it requires a different mindset from traditional marketing. Stelzner writes, "As this era progressed, and social media within it, relationship development between a brand and its consumers became more complex. These days, digital more broadly disrupts how we relate to consumers, since we now have to establish a relationship from that first meeting and beyond.
"That expansion of marketing’s responsibility for the full life cycle of the consumer, and the complexity brought on by all of the different channels, are creating a real evolution of marketing. We need to develop more compelling experiences to be able to delight those customers at various stages of their journey.
"Marketers are trained to think medium first (an ad campaign, a TV campaign, a radio campaign, a website, a blog) and then story. Instead, decide what experience to create and then determine how it best expresses itself: a blog, a print magazine, a webinar series or all of the above."
Read more from Stezlner's interview with Robert Rose, or listen to his podcast here.