Client Marketing Programs for Advisors

There must been a lot of buzz over the previous few years about a new type of marketing for a brand-new marketing world.

Marketers such as Matt Oechsli have led a high profile attack on traditional marketing.

The reason is easy-- the consumer landscape has altered drastically over the past 10 years and will continue to do so, because mass markets are fragmenting into specific niche markets.

This means that mass marketing becomes improperly targeted, and recording a considerable niche allows for less expensive and more efficient marketing.

With the modification in practice comes a shift in attitude, as "old" marketing paves the way to concerns of the new.

In their book Radical Marketing, Glen Rifkin and Sam Hill lay out their own set of guidelines for what they call Radical Marketing:

• The company CEO is the main online marketer
• Simplify marketing management
• Direct interaction with clients
• Do not rely on the averages of market research
• Usage only passionate online marketers
• Deal with customers as people, not numbers
• Permission build a community to market to
• Rethink your targeting methods
• Usage good sense
• Keep concentrated on your brand identity

This tends to reflect a more corporate view-- that larger companies need to keep things streamlined, and use staff who take a real and enthusiastic interest in their work.