Wake Up Marketing - Face the 21st Century
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
Worse than that they are totally lacking in accountability because those
given responsibility do not have the requisite authority and knowledge to
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
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!