Navigating the shift from marketing to mattering: 7 tips for leaders

The advertising industry now stands at $766 billion and is expected to hit $1 trillion by 2025. but it's no secret that the model is broken. Consumers are fed up with being targeted by irrelevant and intrusive ads, while brands struggle to cut through the noise and stand out.

At the same time, people are increasingly looking for opportunities to make a difference in the world. They want to feel connected to something larger than themselves, and they're seeking out experiences that allow them to do this. "Marketing has moved beyond advertising to fulfilling the human need to matter in an increasingly fragmented world"

Truly great businesses should stop getting so hung up on marketing and start having a strategic and purposeful impact on people's lives. That's how they'll lead the way in an increasingly disrupted and transactional economy - but only if they concentrate on being a matter of importance, and not just being seen as one.

Some of the most successful marketing today isn't about selling products or services; it's about creating connections and building relationships. It's about giving people a sense of purpose and helping them feel like they matter.

Marketing isn't just about getting people to click "like" anymore - it's about creating a genuine dialogue between your organization and your customers.

At the heart of every business is a question about value. Who cares? Why should anyone care about this thing we're making?

It's not enough to compel and connect them, you have to matter to them. To build a relationship with your customers you need to know what impact you are making on their lives (not just if you are connecting successfully and getting them to take action)

In an increasingly distracted, demanding, and the decision-overloaded world of work, leaders need to find ways to rise above the noise.

How do we go beyond just being professional salespeople with smarts and start to matter to the people that drive our business?

We need to remember what matters to our targets, customers and key stakeholders. We should focus on people and their problems

Marketers are no longer responsible for driving engagement just for the sake of selling stuff. In this new era, marketers must build connections that matter to customers and employees using real conversations, not rote blasts.

How can you prepare your team to win in this new landscape? Use these 7 tips:

Tip #01: Set Your Priorities Straight

It's important to set your priorities straight and figure out what's really important to your audience. The people you serve. Shift the focus from your business to those you serve. Once you know what's important, focus your efforts there. This is the age of the customer

Tip #02: Simplify Your Message

Keep your message simple and easy to understand. People are busy and don't have time to decipher complex messages. Make it easy for them to understand what you're trying to say.

Tip #03: Connect with Your Audience

Talk to your audience in a way that they can relate to. Use language that is familiar to them and helps them connect with your message. Engage with your audience and get them involved in what you're doing. The more engaged they are, the more likely they'll be to stick around and support you.

Tip #04: Be Consistent

Stay consistent with your messaging across all channels, both online and offline. Make sure the tone and content of your messages are aligned so that people know what to expect from you.

Tip #05: Get Feedback

Make sure you get feedback from your audience to see how they're reacting to your messages. Ask them what they think, what works and what doesn't. Use their feedback to improve your messaging strategy.

Tip #06: Be Patient

It takes time to build a relationship with your audience. Don't expect results overnight. Give it time and keep at it until you start seeing results.

Just remember to stay focused on what's important to your audience and keep your message simple and consistent.

Tip #07: Keep Learning

The shift from marketing to mattering is an ongoing process. There's always something new to learn about connecting with your audience and building relationships with them. Make sure you stay up-to-date on the latest trends and techniques in order to be successful.

The bottom line is that successful marketing today requires a lot more than just ads. It's about creating connections and building relationships with your audience. So if you want to succeed in today's market, focus on the human need to matter. It may be the key to success.