The “Death of Marketing” Has Been Announced Prematurely
Aug 23, 2010 Industry News, Marketing And Advertising Analytics, Social Media, Web Analytics
Has there been a fundamental change in how people think about and buy goods and services? Is old-school marketing dead?
According to the recently-minted orthodoxy of social media, marketing is being transformed, and we are moving from the Age of Push to the Era of the Conversation. The Don Drapers of the world, they say, will now have to play the new way, find new jobs or become hobos. Participation in a conversation is voluntary, per the new theory, meaning marketers can’t unilaterally control conversations and so now must learn to communicate differently with the people in the marketplace.
WHAT HASN’T CHANGED
Marketing Has Always Been A Conversation – Marketers Just Haven’t Recognized It Until Now
There is an important truth here – much of the conversation about brands and products is intra-customer, and doesn’t involve the marketer at all. This has always been the case, but it just has not been as observable until it started happening online.
Audiences Have Always Been Able to Walk Away
Audiences have always asserted more control over the “conversation” than marketing models have admitted. People have been fast-forwarding and channel-surfing through television ads since they figured out which remote control buttons to use. Since the very birth of mass media, admen and their clients have been solving and re-solving the problem of how to entice an audience to listen to their stories instead of wandering off to grab something from the refrigerator.
Propaganda Still Works
Working against this is has always been the fact that (as psychological experiments have shown) repeated messages have an influence on peoples’ perceptions and behavior even if they are skeptical or not paying full attention, and even if they are aware they are being ‘sold’.
WHAT HAS CHANGED
The Emergence of Social Media
Thanks to social media lowering the bar for what constitutes a relationship, people are regularly engaging in communication with a wider circle of casual or low-involvement contacts.
Conversations are Observable and Trackable
We can find out what people are saying about brands and our products (at least when they happen in online social media). These conversations can assert a great deal of influence on buying behavior.
Advertisers and Marketers can Participate in the Conversation
Marketers can, when they decide it is to their advantage, participate in these conversations and assert some influence on the the agenda and the messages
Advertisers and Marketers can START the Conversation
Marketers can initiate conversations, and they can provide the platform or venue for these conversations to take place. However, the the attempt can backfire. Conversations can and will change locations if a community gets the sense that there is excessive censoring or propagandizing.
SO?
So, things have changed, but not that much. People still need to buy things, they still need to decide what to buy and where to buy it. It’s just that now, people increasingly use social media (among other channels) to get information about products and services they are considering. Social networks have always been influential, but now they are pervasive, instantaneous, and measureable. So you shouldn’t ignore social media, you should listen to and participate in it. That’s all.
Tags: Death of Marketing, Don Draper, Facebook, hobo, LinkedIn, listening, Listening programs, marketing, Marketing as Conversation, Social Media, Twitter
August 23rd, 2010 at 11:10 am
[…] The “Death of Marketing” Has Been Announced Prematurely … […]
August 23rd, 2010 at 11:11 am
[…] The “Death of Marketing” Has Been Announced Prematurely … […]
August 26th, 2010 at 10:05 am
Amaze! Thank you! I continually needed to produce in my web site anything like that. Can I take part of your post to my web site?
August 26th, 2010 at 12:18 pm
[…] The “Death of Marketing” Has Been Announced Prematurely | Practical Marketing Analytics […]
August 27th, 2010 at 11:57 pm
hey,i like your post, will be referring a lot of friends about this. Keep blogging. Looking forward to reading your next post.if you are interested in watching dvds, you can visit our website: One Tree Hill 7 DVD Boxset
August 28th, 2010 at 7:10 am
Great post! Tnx.
August 29th, 2010 at 3:39 pm
Hi, Just stumbled your site by chance really i i’d been searching Yahoo regarding tips much the same as this once I stumbled on your Superb, site, I can claim your web site is actually tremendous I simply love this style, it’s great!. I will not have the moment this second to thoroughly study your web page however I have you bookmarked plus opted in for the RSS feeds. I sure will be returning frequently. thank you for a great site.
August 30th, 2010 at 12:26 am
I really appreciate what you post.
August 30th, 2010 at 8:26 am
I’m a recent grad just trying to learn more about the social media business and I really enjoyed your post. Keep up the great job!
August 31st, 2010 at 10:17 am
Did you check your site in IE6? Looks a bit weird
September 4th, 2010 at 10:25 pm
5gyrTE kgbmiryrrrcr, [url=http://gsfvpnmhoaqx.com/]gsfvpnmhoaqx[/url], [link=http://ttbdnbkxgwhm.com/]ttbdnbkxgwhm[/link], http://bhszmischaci.com/
September 5th, 2010 at 4:24 am
I do not know about you guys but for me the appearance of a blog is very important… I’d say almost as much as the article itself. On top of that I am a real mug for video clips… or, as a matter of fact, ANY media content whatsoever.
As such, anytime I browse a write-up along these lines I only wish the owner embeds some YouTube video somehow.
Nowadays, a large amount of blog owners usually do not… I can’t imagine why?…
I imagine this may differ dependant upon the content… BUT I still think that it would be suitable for almost any type of content, because it would always be nice to see a warm and friendly face or maybe hear a voice at first visit.
Anyway, I guess I’m a trifle off topic with this?.. Exactly… It looks like that! Ha, Ha, Ha…
Thank you for enriching the Online world with this posting!
September 5th, 2010 at 4:36 pm
I Too Like the Blog here. Keep up all the work. I too love to blog. This is great everyone sharing opinions 🙂
September 5th, 2010 at 7:22 pm
I Too Like the Blog here. Keep up all the work. I too love to blog. This is great everyone sharing opinions 🙂
September 6th, 2010 at 12:50 pm
What theme are you using here ? I like the style. Many thanks for the post.
September 6th, 2010 at 2:18 pm
Great information! I’ve been looking for something like this for a while now. Thanks!
September 6th, 2010 at 6:52 pm
Ha!Hey!Hah!. That’s amusing. That’s the fifth time I’ve foundsomething like that. interesting. Bob Perry, Work New York, 65 Chambers Street, New York, NY 10007
September 8th, 2010 at 8:18 pm
Hey, thanks…I’ve been looking for news like that. Awesome! That’s really interesting. Cheers! Bob Perry, Work New York, 65 Chambers Street, New York, NY 10007
September 9th, 2010 at 10:35 am
I recently came across your blog and are already reading along. I thought I would leave my first comment. I don’t know what to say except that I’ve enjoyed reading. Nice blog. I will keep visiting this blog really often.
September 9th, 2010 at 3:58 pm
Great post. Thanks for putting this up here.
September 11th, 2010 at 11:20 am
I found your blog through a friends blog and this is a great blog to look at some cool things. thanks and bookmarkigng and I am even going to tweet this out to all my friends.
September 12th, 2010 at 6:51 pm
I am using a slightly altered version of a WordPress template called dailypress
September 13th, 2010 at 11:55 am
I don’t usually answer to posts but I sure will in this case. Truly a big thumbs upp for this 1!
September 14th, 2010 at 9:26 am
Wow gentleman, superb content!! I’ll be back for convinced later on for additional updates. Kudos all over again creating the World-wide-web really work!!
September 15th, 2010 at 8:11 pm
Good writing here I really really like the way you write your blogs. I will continue to visit your site in the future to read more great blog posts like this one! This is an awesome post here. love on web fighters 🙂
September 15th, 2010 at 9:08 pm
Congratulations on having one of the most sophisticated blogs Ive come across in some time! Its just incredible how much you can take away from something simply because of how visually beautiful it is. Youve put together a great blog space –great graphics, videos, layout. This is definitely a must-see blog!
September 18th, 2010 at 6:10 pm
http://www.news-gate.info
September 18th, 2010 at 10:39 pm
Greatings, practicalmarketinganalytics.com – da mejor. Guardar va!
Garretot
September 20th, 2010 at 1:03 pm
Good post. I’ve been searching on this. Looking forward to your next post in this blog.
September 30th, 2010 at 12:28 pm
I found your blog through a friends blog and this is a great blog to look at some cool things. thanks and bookmarkigng and I am even going to tweet this out to all my friends
October 6th, 2010 at 1:42 am
Thanks for such a great post and the review, I am totally impressed! Keep stuff like this coming
January 28th, 2012 at 7:04 pm
Apple now has Rhapsody as an app, which is a great start, but it is currently hampered by the inability to store locally on your iPod, and has a dismal 64kbps bit rate. If this changes, then it will somewhat negate this advantage for the Zune, but the 10 songs per month will still be a big plus in Zune Pass’ favor.