Monday, February 25, 2013

BIG’s Blog: Marketing Is Dead redux

The headline screams, “Everyone’s Online – Let’s Go Prospecting.”

Apparently there are still people who haven’t got the memo that “traditional marketing” and, by extension, “traditional marketing methodologies” are dead.

“But Mike…but Mike…you’re wrong, they are talking about online.”

Here’s the thing…you cannot take your direct marketing prospecting methodologies from the paper-and-ink analogue world and expect them to work online. The world of the Internet is a different universe with different rules. Besides, along the way, the power of the Internet changed people’s behaviors.

Traditional marketing – including advertising, public relations, branding and corporate communications – is dead. Many people in traditional marketing roles in organizations may not realize they’re operating within a dead paradigm . . . but they are. The evidence is clear:

  • Buyers (donors) are no longer paying attention. Buyers (donors) are checking out products and service information (charities) in their own way, often through the Internet.  

  • CEOs (and Boards) have lost all patience. 73% of CEOs said marketing
leadership lacked credibility and the ability to generate sufficient growth. 72% of CEOs are tired of being asked for money without explaining how it will generate increased revenue.

  • In today’s increasingly social media-infused environment, traditional
marketing not only doesn’t work so well, it doesn’t make sense.    

These aren’t my words. They are from an August 9, 2012 guest blog by Bill Lee in the Harvard Business Review, entitled Marketing Is Dead.


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