Source: The End of the Expert
I think what this article references rings true for a lot of fields but for the purposes of this article targets digital marketing. The hypothesis is that the old school approach to marketing doesn't quite jive with the disruptive method of marketing that is currently prevalent. ( as diagonosed by Clark Kokich, chairman of digital agency Razorfish)
Digital Marketing now has definitely become more about linking the consumer with an experience rather than just plain advertising. Moreover, the players have changed. In the past, it might have been limited to classically trained marketing folks but now anyone with an idea that pushes a concept is able to bring that idea to fruition fairly easily with the resources, tools and channels available. Mobile has been a force to be reckoned with in this regard and has aided in this shift.
Firms have started to recognize the value of using this collective approach and everyone is attempting to use digital to the hilt. The big question this creates is that with this availability of capabilities and mass usage has the fine art of marketing disappeared for good?
I think what this article references rings true for a lot of fields but for the purposes of this article targets digital marketing. The hypothesis is that the old school approach to marketing doesn't quite jive with the disruptive method of marketing that is currently prevalent. ( as diagonosed by Clark Kokich, chairman of digital agency Razorfish)
Digital Marketing now has definitely become more about linking the consumer with an experience rather than just plain advertising. Moreover, the players have changed. In the past, it might have been limited to classically trained marketing folks but now anyone with an idea that pushes a concept is able to bring that idea to fruition fairly easily with the resources, tools and channels available. Mobile has been a force to be reckoned with in this regard and has aided in this shift.
Firms have started to recognize the value of using this collective approach and everyone is attempting to use digital to the hilt. The big question this creates is that with this availability of capabilities and mass usage has the fine art of marketing disappeared for good?
Vishal--great thought provoking & relevant post!
ReplyDeleteJust wanted to provide a critical point of clarification. Remember the key takeaway from our Marketing Strategy 101 class? Marketing is NOT advertising (translation: not all Marketers are advertisers).
You are spot on though that the craft that Madison Avenue Ad Execs have perfected over the past several decades is under fire in a big way due to technological progress, individualism, and the rise of digital. But this certainly is not a "new" phenomenon; it has simply been amplified.
Mad Men have been under fire to deliver relevant marketing content since the advent of marketing research/science/big data (the field that was created to ensure that what artsy folks do turns out relevant, meaningful and impactful to consumers). Given that the Mad Men have artfully survived the attack of "science" on their profession, I am sure they will somehow manage through this attack of "technology" as well.
Just my 2 cents.