co Who's In Charge of Marketing? |

Cynthia Boris of Marketing Pilgrim makes a good point in her discussion of the way Millennials check their smartphones 43 times per day, and other interesting facts. She says that instead of content finding the customer, today’s customer finds the content.

This is a big difference from how marketing used to work. In the old days, the customer was fairly passive until your marketing got them motivated to go out and buy. They sat in front of a television and saw ads, listened to the radio and heard ads, opened the mail & newspaper and got ads. The only thing the customer could control was turning the knob or pitching the junk mail.

Customers Are In The Driver’s Seat

Millennials are the focus of the study in the article, but we all know non-millennials who have changed their expectations because they have gotten used to using mobile technology.

  • Millennials check their smartphones 43 times a day — how often do you check yours?
  • Emails are apt to be read the same day they were sent — how do your emails look on a mobile device?
  • 71% listen to music streams adjusted to their taste instead of the radio — are your messages really personalized?
  • On average, 6 pieces of content are shared on social media, while 5 are still shared by email — is any of it yours?
  • Survey respondents expect instant contact with companies (ie. chat) — does your company do that?

Good Marketing Gives Customers A Destination

I like what Ms. Boris says about this: “It may sound unreasonable, but these days, the customers are in charge of marketing. You can create great content, run it across all the major channels, and be a vigilant monitor and responder – but it’s still up to the customer to find, read and engage. Don’t give them even the slightest reason to ignore you, because they will.”

I look at it this way; people like relationships. You are more apt to be a destination for a customer if they feel connected to you. But those connected relationships are built over time, and the connections happen for most of us online. If your sites are not responsive, you will  lose that connection because the customer will find someplace easier to go.

It’s like the customer is driving down the internet highway deciding where to stop. They see your sign, but they can’t read it fast enough so they keep on going past you. Why risk that?