Wednesday, 6 February 2013

I have been criticized by some as being a one-trick pony

- that I constantly espouse Interactive Marketing Communication and that's it. Plus I have been called "a Cassandra" and a "scold" Meanwhile, what I am trying to do is predict a far larger change in advertising and marketing entirely.

My forecasts are not meant to paint a rosy picture and that leads to many of you giving me less credibilty. For obvious reasons you would prefer to listen to a more bullish outlook. After all "nobody likes a bear, especially when they are right"!

The old ways of marketing and advertising are becoming increasingly ineffective and, even dangerous.

Conventional wisdom has become out-of-date and inaccurate! Despite all the recognition that my writing as acquired our basic message is still falling mostly on deaf ears, or, perhaps "denying minds". Most people do not want to wake up and fully face the truth of what is really happening. Marketing is evolving. We are not going back to how it was before. We are going forward to something new.

I understand how wishful thinking is so tempting. People hope that the bad dream is over and all is on the upswing. That outlook is not realistic in the long term.

The key to correctly judging` the future of marketing is to recognise that the future will be significantly different from the past. Rather than face decline or even the demise of advertising and marketing people still want to believe in the mythical "advertising works" to bring us back to what they had before!

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