We may not like to admit it, but the key to successful marketing at the beginning of the 21st Century is based on the same elements of marketing practiced 100 years or even 150 years ago. The marketplace has become so crowded by marketing messages that the average consumer simply "switches channels" when confronted by almost all marketing media. In addition the extended reach of modern marketing platforms has created the need for personal "gatekeepers". Like our great-grandparents we again rely on recommendations and referrals from people we trust when purchasing products or services. This applies equally to the purchaser of a new flat-screen TV, as to the company purchasing new enterprise management systems.

It is not that we have become cynical and no longer believe what we hear, see or read. There is just too much it. There is marketing media overload, which we cannot possibly process. Further, the range of solutions to any one of our needs is so massive, and the qualitative differences usually so small, that comparisons eat into our ever shrinking resource of time. Judging by the enormous resources still spent on traditional marketing and advertising, the effects of this combination of marketing media overload and limitless solutions is a phenomenon which has not been widely understood.  

In almost all instances it is much easier to just seek out what I will call a "qualified referrer". A qualified referrer has a sound knowledge and experience on a particular subject. I trust them to know a lot more then me in a particular subject and my purchasing decision will to a large extent rest on their input. When I want to purchase a computer I know which person in my network to turn to for advice. The same applies for information on a new restaurant, mobile application or inventory management software. Some of these qualified referrers volunteer their insight and knowledge without being asked. They will tell you about the amazing iMac interface without you ever asking. Make a note of these types - they are the modern marketer’s best friend.  

Clearly, there are certainly a number of strategies that marketers can implement to embrace this paradigm shift. I have identified the following, expanded functions of marketing managers:

1. Marketing managers have to first identify and then prepare or encourage qualified referrers to tell "your story" accurately and effectively. There are a number of ways in which these qualified referrers can be encouraged, however there is little doubt that the most effective means to do this is through convincing them that you or your company provides the best solution to an identified need.
 
2. Marketing managers involved in marketing products or services to other companies have to develop deep and real relationships with key decision makers amongst their potential clients. I see this function separate and distinct from Account Management, which is focused on managing EXISTING accounts. While the Business Development manager may have traditionally operated in this area, this function now has to become dedicated and specialized. I am convinced that the "rainmaker" role that was previously reserved for professional service businesses such as law and financial service firms has to be expanded to almost all business's operating in the business to business space. 
     

3. Marketing managers have to maintain steady and constant communications with their customers and clients. Marketers involved in marketing to consumers, this will have to; 1) obtaining client permission to initiate communications and; 2) provide customers with timely and relevant communication. It is crucial that such communications are relevant and sparing. I have granted permission to a certain delicatessen in Raanana to communicate with me. To my great satisfaction they have only done so when the communication was underpinned by a real offer or discount. They have never abused their permission, and in the 6 months that they have my details they have sent no more then 5 or 6 alerts to my mobile phone.  

Where electronic platforms and systems can facilitate the above processes they should be embraced. Contemporary marketing operates at its best where it uses tools that enable precise marketing messages to be delivered to a precise market on a precise medium, at a precise time. Indeed, the exponential surge in development of mobile functionality over the last two years is now providing marketers with a hint of where the marketing platforms of the future are to be found. We are fast approaching the time where marketers will be able provide customers and clients with complete audio and video marketing messages on their hand-held devices. With such technologies marketers will be enabled to "drill down" to their prospects in their most private and intimate spaces, free of the traditional platforms provided by mass media or even the computer.

It is the extended reach of modern marketing platforms, however, that has ironically necessitated the marketers need for prior referral and approval. In fact, referral as a tool for marketing will increase in proportion to the access that a marketer seeks to obtain from a prospect. This should come as no surprise; these new marketing platforms will be placed in my shirt pocket, in my bag, on my desk, on my dining-room table, and generally follow me wherever I go. Personally, I will only grant such intimate access to referred and approved individuals and business.