Do you understand how to develop and maintain a relationship?
Marketing is based almost entirely on the lessons learned from studying interactions between people and the effect it has on them.You have to be part sociologist and part salesman in order to be effective. (Being extremely creative is arguably just as important.)
Two different schools of thought revolve around marketing: outbound and inbound. The styles from each tend to overlap dependent on style and overall personality of the company or person deploying them. For a long time, I've been an inbound marketer with a nasty aggressive outbound style streak. It's been oft-putting to some but I'm slowly learning to develop that raw energy into something useful.
The reason? You have a ceiling with blunt force and aggression. Eventually, you will be outdone by someone who is your superior in both intellect, skill and experience. If you continue to utilize the same skills you won't progress past this point.
Kung Fu doesn't have a ceiling. You use your opponent's energy against them. Thus much stronger opponents can be beaten by seemingly inferior people. These people are in no way inferior though, they are just smarter and more adept at using the skills that they currently have. They are practicing a learned skill and aren't relying on blunt force trauma.
Most young people practice karate, those with experience use kung fu. The faster you make the transition? The better off you will be. Social marketing, engaging and listening all utilize kung fu.
The key is seeing the lesson through this lense: Direct marketing is pure offense. Inbound marketing is channeling people's energy and using their input to your advantage. Each can be used effectively and will get you results. The effectiveness of direct marketing will eventually stagnate though, where as inbound marketing is a renewable resource.
What style will you use going forward?
Photo Credit: kevinpoh
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tagged as defensive marketing, karate marketing, kung fu marketing, kung fu pr, offensive marketing, offensive public relations, proactive pr, reactive pr
