two steps to heaven

Strategic Alternative Marketing is the phrase we give to the plethora of constantly evolving marketing techniques that make a (significant) difference to technology based brands and how they are perceived and consumed.

We essentially focus on trying to make technology brands more remarkable, approachable, relevant, attentive and capable of cultivating strong and meaningful relationships with their key audience; but in reality, what we are really advocating is nothing more than a common sense approach to marketing.

But common sense ideals are not easy to stick to. There is so much hype and gravitational pull toward new marketing techniques at any one point in time, that some people lose sight of the original challenges they have. In fact at times it feels like everyone and everything is geared toward taking you away from a common sense approach.

Seth Godin highlights in his post Purple Cow Redux that there are really only two steps that represent what most marketers should be focused on. Interestingly he notes that this common sense approach is difficult to stick to, but not impossible.

First he advocates;

1) Building an audience that wants to hear from you.

Secondly,

2) Creating something they want to talk about and making it easier for them to do so.

Keeping marketing this simple often gets forgotten as a practice. Particularly in B2b technology marketing