Marketing
David Amerland ????
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Marketing used to be easy or at least easier. That's the consensus from friends in the industry who make a living out of the creation f marketing campaigns. I don't entirely disagree but that is not what I think is happening. Marketing hasn't necessarily become harder. After all the touchpoints we employ, as marketers, may have evolved but not fundamentally changed.
What change we do see reflects the evolution of businesses, audiences and technology which now employs a specific blend of intuition and innovation to do what it has always done: capture the audience's attention long enough for the audience's minds to engage with the content.
The hope in this strategy is that engagement then leaves traces of the brand's presence which will affect purchase decisions when the time comes. It makes sense. After all there is no indication in any research, anywhere that those in search of a solution to a particular problem they face look for the most obscure brand ever to guide them in their choice.
At the same time the fundamentals of marketing are rooted in human behavior and human behavior evolves way more slowly than technology. So if you're truly thinking how to solve your marketing woes or your branding problems or, even, your SEO; the answer is remarkably easy.
At least it is easy to write. It is way harder to execute. Then again isn't anything of real value?
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6 个月Love this! Marketing is as simple as people, and there's the rub. Make the connection.
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6 个月I wonder whether part of what we're seeing is marketing that appears to be getting harder because marketers have become distracted by toys and technology. So we do things because they're measurable, and measure things that have minimal overall impact on growth and profits. I've always been of the view that marketing is conceptually simple and hard to execute well. But the principles don't really change, which is why technology should only ever be the servant and not the master.