Sunday, May 17, 2009

The Old School

Marketing strives on evolution:
psychological and technological, but mostly, on communication.

Experience matters in the business world. However, it feels that young fresh new comers are a step ahead in understanding the predominance of novelties and effects of the new implicit regulations that dictate the market. The old school of marketing has a bunch of attributions that in today's world are almost extinct!

The obvious change - the one that even the most conventional do not fail to identify - The Medium
In the book Mavericks at Work the authors discuss whether Google and WPP cooperate or compete, they conclude that they do both at once, quoting WPP's own CEO they are "frenemies". Yes, marketing has shifted, as new modes of communications are being adopted, from targeted sms, to digital marketing, the new technologies are offering various ways to deliver the brand.

Other changes come subsequently - The Delivery
New possibilities open new doors. What was once a one-way delivery is transformed today into an open dialogue. What was entitled "delivery" became, finally, what marketing is all about, "communication". Thus we entered the world of interactive marketing.

What the old school still does not understand, is that with the changes stated beforehand, the most important change took place - The Message
The brand is no longer communicated in emotional statements, as the audience now has the power to retort. Today, marketing is about content, and no longer about fluff. It is about being informative and no longer descriptive. The client seeks, and the marketeer's job is to supply. The line between B2C (business to consumer) and B2B (business to business) marketing is becoming very thin, as the end consumer now almost requires (as the rules in B2B marketing dictate) a rational value added proposition to purchase a product.

Finally, the receiver has evolved - The Audience
The audience has become bombarded with information, with brand names, with slogans, it has finally gained an immunity to the traditional advertising brainwashing. The message can be fatal. The audience has grown to become aware and conscious. It can discern truth from lies and does not like to be taken for a fool. Information is broadly available and word-of-mouth spreads fast.

...So innovation took place in terms of medium, delivery, message and audience. Where do the marketers stand on keeping up?

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