In a world of easy digital engagement, way too many businesses rely on digital gimmickry to sell products and services. We’ve got tidal waves of unwanted email messages, junk “news” with click-bait headlines, and social networking serving up ads instead of friends. This transactional approach doesn’t work so well these days. Instead, in 2019 and beyond, we’ve got to focus on building relationships.
In the past week, I’ve watched as many people have looked back on 2018 and forecast what’s to come in 2019. Here in the U.S., much reflection has focused on the cold and polarizing online political discourse.
I think much of that negativity in politics has crept into marketing too, where people feel compelled to do such things as create yet another email message shouting at their customers (FREE SHIPPING!) and write more social posts disguised as helpful information but really hyping products instead.