Moving past Digital Door-to-Door Encyclopedia Tactics

Remember the days when families invested in deluxe Encyclopedia Britannica sets?

Salespeople knocked on doors, presenting those gold-trimmed volumes that symbolised intellect and prestige, knowledge on-demand and the ultimate in convenience and "not having to go to the library" to get information.

It was effective when it was needed, and profitable while it lasted. But we can all agree it had a shelf life.

Fast forward a few decades, and we find similar tactics morphed into today's digital marketing landscape.

Many people are still employing outmoded methods and expecting the same results they were getting five years ago. Spoiler alert: it’s not working as effectively anymore.

Here’s why.

Shifting Sands of Demand

Let’s go back to those door-to-door encyclopedias. These sets were the gold standard of knowledge and social status in the 80s.

Families shelled out thousands for them, offering their children a competitive edge.

But this worked only until it didn’t. As more people got their hands on them, the need dwindled.

Similarly, the same principle applies to digital marketing today. High-cost online courses, cookie-cutter webinar funnels, and limited-time access to silver-bullet "secrets" worked like a charm for a while, but this too has become saturated and needs a different, fresh approach.

Enter the Web as the New Doorstep

Personal Computing came along and with it, the Encarta CD-ROM and Web 1.0. Information that once fit into several volumes of a bookshelf was suddenly available on a single disc (mind-blowing at the time) - then a few years later - in the palm of your hand via smartphones and gadgets.

This surge in access to knowledge revealed an essential truth: there’s an overwhelming amount of data out there.

Today, social media posts, online courses, and webinars now compete with a sea of easily available information on YouTube and Google. Consumers seek the latest developments and tailored advice rather than basic knowledge they can find freely online.

But despite that, people still have very pressing needs.

They're hungrier for practical application and real-time, actionable insights rather than locked into long courses that they’ll never complete or web-trawling through seas of information that leaves them befuddled and often more in limbo than before they started.

Too Many Competitors, Diminishing Returns

The increasing number of alternatives reflects another pain point. Information overload and market saturation have led to diminishing returns for these once-lucrative strategies.

Just like cheaper Encyclopedias sprang up as alternatives back in the day, many marketers offer similar solutions and saturate the market.

This fragmentation complicates decision-making.

So, what do we do?

Make It Personal … and Practical

People are not just looking for more information; they want shortcuts, tailored advice, and effective application strategies. They desire on-demand results rather than excessive consumption of content that clutters their already busy lives.

I've always believed in understanding human behaviour and combining it with strategic thinking and been on a personal quest to anticipate market shifts before they happen.

Five years ago, I predicted and wrote a lot about the decline of traditional online marketing methods and the rise of more intuitive, strategic approaches. Today, we're seeing this shift in full force.

The Shift in Consumer Behavior

Today's consumers are overwhelmed with information and options. They no longer have the patience for long courses or extensive webinars. Instead, they seek:

• On-Demand Learning/Information Gathering: Quick, easily digestible content that fits into their busy schedules.
• Immediate Application: Practical, actionable advice that they can implement right away without wading through hours of content.
• Customised Solutions: Out with one-size-fits-all approaches. High-value clients want tailored advice and insights that address their specific needs and challenges.

Don’t Be Daunted by Change, Embrace It

It’s not cause for panic, shifts are just part of life - but it is crucial to recognise that old-school tactics won’t yield the same results.

The answers lie in flexibility, openness, and a touch of intuition. Critical, analytical, and creative thinking need to be applied to marketing and any engagement with customers, rather than formula-following.

Embrace this dynamic shift, align yourself with people who understand these patterns, and you'll discover innovative ways to get your message across.

Align with experts who understand this evolution and surround yourself with insightful and intuitive individuals who are curious, creative and clever. Observe and glean as much as you can.

Personally I'm excited about these changes. We've moved beyond the "gold rush" of online marketing gurus. As someone who has three decades of experience in this space - marketing through the dot come boom (and crash), the GFC, and then the "everyone is an online-marketing-guru era" I find the change refreshing.

Now, it’s time to pave your own way, combining technology, strategy, and empathetic understanding to stay ahead.

The future belongs to those who can adapt and apply this wealth of knowledge effectively, ensuring their message stands out in a sea of sameness.

ABOUT THE AUTHOR

Nina Christian is a Marketing Futurist & Global Marketing Mentor who helps people do their marketing in a more human way.

She is a Certified Practicing Marketer (CPM), Life Member and Fellow of the Australian Marketing Institute & AMI State Chair (Vic) and for 20 years was director of Braveda (Winner, Best Marketing Agency, Australian Marketing Excellence Awards).

Several years ago Nina saw the world of marketing shifting – this time as people became their own brands.  With this, she created a new business as a thought leader, combining her expertise in brand building with personal positioning, resulting in a breakthrough praxis known as Marketing Me™. She has a knack for simplifying the complex which comes from being a hands-on mum to five children, and uses this to turn time-sucking activities into easy-to-follow systems and processes that make a lot of sense and get outcomes fast.

There are different ways to work with Nina based on your situation and organisation size - with all of them you'll see rapid transformation and tangible outcomes fast. Book a chat with Nina here.