Better Marketing Without Reform? - Forget It!
The current state of Marketing is such that the need for change and "New
Models" are desperately needed.
The trouble is the "New Models" will not prove to be financially sustainable
without substantially changing the way advertising and media services are
organised. The first thing we must do to start to tackle the problem is to
embrace our lack of knowledge about the process of communication. We must allow
outside organisations to question the fundamental ideas that shape current
advertising. We must allow them to innovate and keep the money saved through
innovation. That way there is a chance that advertising and marketing will keep
improving without costing more. One thing is for sure. We can't carry on as we
are. Pretending that without reform our money will go further. This is
definitely the time for creative innovation in Marketing, not the ridged belief
that Marketing and Advertising can still show us all the answers to our
problems - it never has and it never will.
Our only hope lies in a fundamental re-examination of the Marketing values we
have lived by in the past 30 years. Our future depends not on whether we get
through this, but how deeply and truthfully we examine its causes.
So just when are we going to prick our bubble of denial?
Because the Advertising and Marketing world is living in a world of denial.
They use rhetoric that blurs their perceptions and have become addicted to the
world view it represents.
At the same time reinforcing themselves by a stream of cheery models engaged
in consumption and leisure, they shuttle from workstation to mall, increasingly
insulated by a media consensus that leaves out the rest of the world. We have
had a band of denial built around ourselves, thus this belief cost us the
capacity to self-correct. Thus this delusional self-image is finally catching
up with us. And make no mistake marketing will benefit hugely when reality
Marketing can baffle the most intelligent people. That is most
understandable, for a start, making large marketing investments accountable is
a very inexact science. They rely, to an unnerving degree on assumptions that
may or may not be, accurate!
And Shout-as-Loud-as-you-can advertising is proven less effective every day,
Clients are looking for ways to get closer to their customers and prospects.
Brands want to deliver engaging, entertaining and educational messages in
environments they create, not in spaces they rent.
Without a doubt Marketing and Advertising management is dying under the
weight of its own contradictions! The old world of simplistic marketing
strategies no longer works. Certainly the easy certainties of the past are