The digital economy made a lot of media planners and very few true marketers in the last 10 years.
Demetris Stefani
Fractional CMO | Founder | Building systems that remove friction, unlock speed and drive profitable growth.
There I said it.
The way the digital economy is growing ends up giving birth to more and more media planners than marketers. This lustful appetite for performance, CPAs, lead gen etc. This is what is bringing us to today.
You pick a handful of channels, you choose a message, whatever that is and hit the boost button. Whatever the optimisation process, you are still stranded into the "metric mentality".
Then comes a time where your optimisation does not work anymore, costs rise and instead of receiving exponential gains you end up in the valley of death where you pay for thin margins, big losses and a wounded confidence.
This. This approach has been destructive for a lot of brands trying to succeed in the digital economy.
The whole point of this thread is not to disorient you from the future of marketing; but navigate you towards the customer-user-market-centric approach; and the true value marketing really represents.
The word is self-explanatory: market-ing. It has to do with the market. And it needs emotion, vibration, clear direction and data that can be translated into value propositions.
Don't fall into the trap of the digital world (only).
The best marketers are always aiming for knowledge inside-out.
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2 年Oh so true! We tried to embrace the power of data and analysis and forgot the essence of marketing and communications. We replaced “talking to prospect consumers” to “how many clicks, (dead-end) leads and (one-time) aquizitions did we land”. The old and fundamental marketing and branding dynamics should prevail if we are to sufficiently talk to the market. #bringbackquality ???? there, I said it too Demetris Stefani ! ?? great thought-piece thanks for sharing!