Wake up Marketing and face the 21st Centuary!
Posted: Saturday, January 08, 2011
by Paul Ashby
http://interactivetelevisionorinteractivetv.blogspot.com
Your innovation-averse culture must go!
Marketing and advertising are on the slide. When will these once great businesses confront reality and fight back? Because at the moment both Advertising and Marketing have become innovation-averse cultures! Both professions are risk-averse, innovation-averse and antipathetic to new ideas.
So what's behind the decline and fall? Most certainly a sclerotic marketing system that doesn't have the power to re-examine the need for massive re-evaluation of the process of advertising and marketing. It's antiquated, early 19th Century concepts do not work, (if they ever did!) they still do not have any true accountability.
It may be that the future scholar identifies Advertising's sclerotic, twisted concepts of communication as the biggest business weakness of all .Simply put. An early 19th century concept cobbled together by a small number of opportunistic men cannot properly function for the Western world at the beginning of the 21st century. The current system of Advertising & Marketing is an anachronism.
Among business people cynicism about advertising ability to deliver grow, now with the advent of the Internet, this can only increase this cynicism.
The twin challenges to advertisings' 60-year old hegemony are enormous. The first is a total misunderstanding of the word “communication” and a misplaced belief that “creativity” is the sole criteria for the success or otherwise of advertisings ability to sell products and services. Secondly there is a broad global trend towards the internet together with the frightening inability of advertising to be totally accountable, in the case of the latter just how long can this stupidity last? Just when does Marketing dare to balance the budget?
It could well be that the future business scholar will identify marketings sclerotic, twisted business decision-making system as the biggest weakness of all. Put simply an early 19th century business concept cobbled together by a small number of business men cannot properly function for the West as the number one business method for the 21st century. To-day it can be said that Advertising and Marketing are an anachronism which is why so many articles abound as to the way advertising is going. Nowadays some senior executives call trust the scarcest resource of all and marketing enhances such an attitude!
It has been said that Marketers are stuck in a world between the old rules and the new rules. To deal with the new rules of changing media, technology and consumer behaviour , many marketers delegate emerging marketing solutions to a handful of external partners or internal 'experts'. In doing so, they have enabled the rest of the organisation to behave much like it did ten years ago, clinging to the old rules!
The first problem is complacency, exemplified by a hesitancy to utilise experimental structures, media channels and technologies. Conformity is a further obstacle and can only be overcome through challenging the status quo, pursuing differentiation innovation and creating “new brand experiences”.
Undermining existing silos and boundaries plays a role of parallel importance, by fostering collaboration among departments, from IT and procurement to sales.
Although most people say they ignore some ads.. this does not mean its a lost cause for advertisers,
rather companies looking to effectively reach consumers may just need to educate themselves and tailor their messages – as well as their chosen medium – to best appeal to the desired group.
Paul Ashby – Summary:
Highly experienced & adept at creating accountable marketing/advertising “Events” in new and existing media, both domestically and internationally. Highly experienced in creating and writing interactive products for B2B as well as Event development and launch. Experienced in creating sales and communication strategies for vendors including a detailed understanding of software and services in multiple industries such as banking, FMCG, Insurance and Automotive industries among others.
Core Competencies:
Team Development. Communication. Marketing & Sales. Research & Accountability. Proposal Development. Writing. Client Relationship. Direct Marketing. Analysis. Game Playing.
Books: Television Killed Advertising.
Contact: paul.ashby@yahoo.com">
Web: http://interactivetelevisionorinteractivetv.blogspot.com
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