There has been a lot of buzz over the past few years about a new form of marketing for a new marketing world, Customer Marketing.

Marketers such as Seth Godin have led a high profile assault on traditional marketing in favor of Customer Marketing.

The reason is simple– the consumer landscape has changed radically over the past 10 years and will continue to do so, because mass markets are fragmenting into niche markets.

This means that mass advertising becomes poorly targeted, and capturing a significant niche allows for cheaper and more productive marketing.

This means Customer Marketing

With the change in practice comes a shift in attitude, as “old” marketing gives way to priorities of the new Customer Marketing methods.

Customer MarketingIn their book Radical Marketing, Glen Rifkin and Sam Hill lay out their own set of rules for what they term Radical Marketing:.

  1. The company CEO is the primary marketer.
  2. Simplify marketing management.
  3. Direct interaction with customers.
  4. Don’t rely on the averages of market research.
  5. Use only passionate marketers.
  6. Treat customers as individuals, not numbers.
  7. Permission build a community to market to.
  8. Rethink your targeting methods.
  9. Use common sense.
  10. Keep focused on your brand identity.

This tends to reflect a more corporate view– that larger companies need to keep things simplified, and use staff who take {a real and passionate |a passionate and real} interest in their work.

However, very niche market targeting or Customer Marketing is becoming the necessary life-blood for small business, where new marketing isn’t simply about repositioning within new markets, but instead about capturing a spirit of entrepreneurial enterprise– where small remains most profitable where companies remain customer focused.Very niche market targeting is becoming the necessary life-blood for small business, where new marketing isn’t simply about repositioning within new markets, but instead about capturing a spirit of entrepreneurial enterprise– where small remains most profitable where companies remain customer focused.

In short, new marketing (Customer Marketing) is as much a rejection of corporate marketing, with it’s impassioned image, disdain for the customer, and focus on numbers, not people.

Customer Marketing is therefore focused on a passionate customer-focused marketing concept, which is especially typified at Creating Passionate Users:.

  • Focus on how the user kicks ass.
  • Evangelize.
  • Users have power.
  • Users “own” the brand.
  • Two-way conversation.
  • Personal service.
  • Word of mouth over advertising.

In short, as the marketing environment changes, so marketing methods have to change– the mantra of Customer Marketing is that as markets become more vertical, then marketing must invest first in people.

About Fred Nelsen