16December13
The marketing
profession has lost some of its mystique lately. Here are a dozen things that
are contributing to the new realities of marketing.
1.
Media is not about
mass marketing anymore. To move people you need to think about grass roots and
social media.
2.
Advertising Agencies
have lost their grip on clients (no longer cornering the market on unique
selling propositions and brand strategy).
3.
Public Relations is
actively leading marketers with a better handle on measuring web metrics.
4.
The study of Marketing
is often unclear. What does it really means to study marketing? (Is a marketing
degree marketable?)
5.
Companies are
reluctant to invest in Marketing. Marketers are not making a strong enough case
for the longer term equity and payback.
6.
Marketing
Communications is too often an afterthought. Instead of planning and
maintaining an integrated marketing communications program, the marketing
department is playing catch up instead of leading.
7.
Marketers are not good
at measuring results. The CEO wants a return on an investment.
8.
Market Research and
the discipline of studying consumer behavior is becoming a lost art. Research
methodology isn’t funded. Big data is still a puzzle (even when there is more
of it).
9.
The new hero in
business is the impresario who can understand the market and match it with
customer services and a bundle of value that starts with (drum roll) personal
selling - Sales.
10.
There’s no more
bandwagon. People are much more selective about products that meet their
preferences and needs. Being an individual is much cooler than being a
conformist. It’s not about keeping up with the Jones’ but rather about your
personal brand.
11.
Culture trumps
marketing. Companies who show us living the brand is more powerful than trying
to apply ivory tower and remote marketing function are winning the hearts and
minds of consumers.
12.
Marketing isn’t magic.
It can’t reverse an economic downturn or invent a breakthrough in a vacuum.
Still I hope the art and
science of marketing isn’t gone, just evolving
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