“Flyers, Advertisements, e-Blasts . . . Oh My,” The New Marketing to Quick Decision Making

Instant satisfaction is the name of the game. Being on the tail end of an information revolution and firmly entrenched in the “information age” we find that business is being conducted at rapid pace. Who knew 20 years ago that the manufacturing office in Bangladesh would be able to have weekly video conferences with corporate headquarters in New Jersey and sales in Chicago. Well today that era has arrived and because of that people don’t have the opportunity to draw out their analysis of projects while communications float through the postal systems or various lines of communications. Communication is direct, instantaneous, and in many cases overbearing. This is why people are making their decisions “NOW,” on what is in front of their face. They are utilizing what is familiar rather than sifting through the copious amount of sales material that floats across their computer screens. Old marketing techniques are too slow to accommodate the split-decisions and low level research that is conducted by today’s workforce. Because of this, Marketing has been pushed into a position of communicating a seemingly passive, yet fully available choice-making role through diverse media platforms.

At no time in recent history has marketing been put in such a critical role of capturing business and achieving the bottom line. No longer is it just the branding and/or artillery-shot to lead generation and sparking interest. It’s available, spread-out, and responsive to capitalize on immediate needs when they arise. Marketing Departments now tap into tools of communication that if used properly, will be the go-to asset for companies to utilize for quick solutions to sudden issues. Aspen’s Marketing department is developing that sort of “go-to” relationship with its clients. We are gaining the trust of our current and potential clients by making available valuable and current information that is not forced on in a "sales-ey" way. Rather the focus is on availability of the information on multiple mediums. So clients can have easy access when looking for potential services. Our job is to expose resources rather than push solutions; sort of like showing them the keys to the tool box rather than taking up their time describing a hammer.

People want choices with immediate-decision-making being the constant antagonist. We want to expedite well-informed decisions by offering direction to the access of choices. Statistics, studies, whitepapers are available to back-up our value and to make comparisons, but given when decision makers want more substance. Unlike old marketing and sales techniques, we are not hastily bombarding information on our services that can draw out deadlines. We want choices made with as much data available to justify action. Our focus is to market ourselves among other things, as a provider to go-to when a need arises and to cater to those who need either quick action or an in-depth analysis of solutions.