Times have changed. It was a different ball game when the planet’s first ( and probably the most brilliant) marketing guy harped on the vanity of the fairer sex, peddling a red, shiny fruit as the cure to all ills, physical and emotional in the garden of Eden. The soliciting was upfront and personal.
As products and variety increased and evolved, mediums evolved with them. Newsprint evolved to ether. Remember the days when television was the most used advertising medium? It graduated to a judicious mix of the two, but it has become increasingly difficult to focus with the literal explosion of the mediasphere that now straddles newsprint and TV in the physical media and the Web in the virtual space.
Information has now become the most prized commodity on the planet, an entity which is intangible and defy the normal yardsticks of “conventional, measurable effectiveness.” Information translates to content, and the primary benefactor has become the one who is empowered by it in the first place – be it the producer or the consumer. Whoever has the information before his peer, on either side of the table, has the edge.
But there lies the mismatch. The avenues of dissemination of this ‘information’ have become so obtuse, disjointed and fragmented, and naturally, the end user is faced with half-baked, recycled or half-truths all masquerading as Information. It becomes much more difficult when it comes to the producers of goods or services. The highly fragmented content consumption and a globally connected human race, is making this closely knit ecosystem is learning, evolving and doing things by itself like an artificial intelligent system.
Does it have a pattern or is it evolving as a result of a million different cohesive actions and reactions that is taking place with in? Internet behemoths and businesses or all sizes are trying to understand this and are trying to keep pace with this giant self evolving organism.
Traditional approach of approaching a marketing requirement and seeing it through its execution is receiving strong resistance from the audience/consumer. There is a need for companies who have have sound awareness and skills across multiple areas such as business, creativity , technology etc to be able to understand, capture and deliver client requirements in the most effective manner. There is a need to break away from the existing silos and adapt to form a unified service methodology. This part of coming out of the existing comfort zones will be the crucial part to offer more meaningful services to clients. It is high time your clients started getting more, for their expectation and trust in you.
There is a need to relearn marketing and there is a need to look at the entire marketing approach in a whole new way.