I graduated with my marketing degree close to fifteen years ago and attained most of my experience around that time and I can tell you that most of our treasured knowledge from back in the day has been overtaken by technology and other factors.
Therefore, there is a need to continuously re-invent yourself to stay relevant in the market. I remember the only tools of the trade we had was the telephone and the good old sales letter when I was first exposed to sales and marketing in the mid 90’s.
I remember my earliest exposure to technology was in 1997 when we started using Netscape for email and inbound marketing. I had a stint in Telesales, selling a niche product, using mostly, the phone and email. We didn’t do any mass media marketing until a later stage because the business I was working for believed in doing below the line marketing only.
It made sense because if your clientele is only 2000 clients in a market with hundreds of thousands of businesses which do not need your specialized product you would be wasting your time going for above the line mass media marketing. Why am I sharing this? Marketing has evolved over the years; technology has created options for the marketer. It has made targeting the individual customer with precision at a low cost, possible.
For full article, please download Cabanga Magazine, August 2020 Issue below.
