“Identify a tribe. Develop the tribe. Market to the tribe.”
- Ryan Deiss (Digital Marketer, Founder & CEO, The Scalable Company)
Mass marketing might have died a long time before the family was notified. In 1992 I spoke at a radio convention, hypothesizing that the segmentation of listeners meant more than the overall ratings when placing an ad buy. So, much like Al Gore invented the internet, I kinda invented the data and analytics movement, clearly.
Just sayin’… Al and I get about the same “play” these days, too. Hmmmmmm…
Back to the point. Micro-markets are becoming increasingly prevalent and must be considered when setting a strategy. Direct-to-consumer might still be a place for mass play, but in the B2B space, knowing who your tribe is, investing in its development, and marketing to the tribe at the exclusion of those who would simply create overhead is gonna get us a better ROI.
The algorithms matter today. So too (and still) do our instincts and the voice of our customers and Clients. Tribes don’t only show up in algorithms. Tribes show out in word, deed, and action.
Leave a Reply