“You can't do today's job with yesterday's methods and be in business tomorrow”

Dat “New” Marketing

As a child, I was always fascinated with the “New” whether it was a product, an artist, fashion, or just a lifestyle. This “New” transcended into my passion for marketing. Within marketing, essentially everything has been done in one shape or another. The concept of the “New” develops when a traditional concept is made non-traditional. The traditional or non-traditional elements are the same marketing concepts but what makes it non-traditional is the mediums that are used to connect these marketing concepts to consumers. Therefore the “New” in terms of marketing is just the new form of connecting traditional concepts to consumers. Most marketers call this Non-traditional marketing. I call it Dat “New”.

Dat “New” Marketer

The New Marketer is very much rooted in traditional concepts just as any good marketer. The New marketer separates himself or herself by pushing creative boundaries in the execution and the display of traditional marketing concepts in a new fashion.

Bold

“Realize that ultimate success comes from opportunistic, bold move which by definition, cannot be planned.” – Ross Johnson

Being “New” is very bold. Being “New” is only necessary when traditional marketing efforts fail due to a disconnect between product and cosumers. A disconnect can be due to numerous reasons but in any case, the new marketer will apply what worked in the past within a new medium or in a new way. The problem with “New” is that it’s untested and in most cases unproven. It’s takes a bold marketer to approach this situation and shoot for the unknown.

Innovative

“Innovation is not the product of logical thought, although the result is tied to logical structure.” - Albert Einstein

One of the biggest issues with “New” is measure. What are the metrics for such a marketing approach? What does success look like? These are a number of questions which need to be answered. The answer is going to be in how proven non-traditional marketing elements are measured but in a "New"measure that is acceptable amongst product and brand. This is the real innovation. Not the big idea but how to measure the big idea to insure success.

Riskier

“Life is inherently risky. There is only one big risk you should avoid at all costs, and that is the risk of doing nothing.” - Denis Waitley

Swimming in unknown waters is risky but there comes a time when doing what’s safe and doing what’s needed begin to separate from each other. Doing what’s needed starts to look more and more risky when it differs from what has been done in the past. As with anything worth doing, being risky could have a big payoff or a hefty price. The New Marketer is much more risky to the naked eye but combined with proven metrics and the ability to think in the future rather than the past, the “New” minimizes risk and maximizes payout. Sounds like a great stock broker!