Six Pixels of Separation - The Blog
June 9, 2009 9:23 PM

The New Game Changer - The Marketing Crisis

We talk about the economic crisis. We talk about the environmental crisis. Let's talk about the realities of the marketing crisis.

There is no other way to kick off this special issue of Marketing magazine focused on the digital marketing landscape. Even with all of the advancements that technology has brought us, and how pervasive the Internet and mobile platforms have become in our day-to-day lives, and even with all of the amazing analytics and measurement tools that have graced our industry, not that much has changed (or changed enough) in the past few years.

Don't get me wrong, new media channels like Twitter, FriendFeed, Second Life (remember that old chestnut?) and Facebook have become commonly dropped buzzwords in every brand-related corporate meeting. But the overriding marketing model remains the same: tell consumers about our products or services, they will buy from us, tell everyone they know about us, rinse and repeat.

So what went wrong?

We have all been faced with questions about the future of advertising as we know it. Some point their fingers at the Internet as if that is the reason people are skipping TV commercials or why they have shorter attention spans. The truth is that as new media channels are created it always makes the old ways of doing things seem... well, old. Imagine what the Marketing articles were like when television advertising was first introduced, and if we compared that to what we had known before (newspaper, radio, billboards). Imagine how "interactive" TV ads were compared to advertising that existed prior. As marketers we tend to forget that there have always been technological advances in advertising, but there is a slight difference with the digital channels and this is where I believe marketers struggle the most.

In Here Comes Everybody, Clay Shirky points out the ways in which mass media has communicated with consumers through the power of expression. The advent of the Gutenberg Press is historically seen as the moment in time that launched the industrial revolution. Suddenly, everything could be mechanized for what would become mass production. Better manufacturing channels led to massive changes in everything from distribution and transport to how we buy things. Shirky points out an additional (and equally important) by-product of the Gutenberg Press: the ability for individuals to express themselves to the rest of the world. The industrial revolution was a big deal, but this new ability was the real game-changer.

That form of communication stuck for quite some time-until the phone rang. The advent of telecommunications brought another shift. The Gutenberg Press was about one person communicating their message to a mass audience, and with telecommunications we were given a two-way channel.

With most marketing in the modern age, we're either speaking to consumers with a one-way dialogue, or trying our hardest to engage them in a two-way conversation. Most marketers see the Internet as the ultimate one-to-one communication channel. In fact, Shirky says the Internet has introduced a new form of communication: the group expression. Suddenly it's not about someone paying their way to blast their messages to a group of people or sending their message directly to the right person at the right time. The new game-changer is that there are many conversations happening at once with many groups of people taking part.

Where do marketers fit in this mix?

Much like any moment of tremendous disruption, we're not going to know what type of marketing will work in the end as we're still right smack in the middle of it. For some it's an amazing time of discovery and new opportunities, and for others it's all about doing what marketers have always done - interrupt consumers with messages in hopes that this pushes them to take action.

Ken Wong, the esteemed professor of marketing at Queen's School of Business in Kingston, Ont. recently spoke at the President's Dinner during the Canadian Marketing Association's national convention, where he stressed the importance of creating real case studies and standards for metrics to really see the shift in marketing and advertising that our industry is so desperately looking for.

The truth behind that statement is that we are drowning in the proverbial data.

The digital marketing channel truly does offer metrics and analytics unimagined before. It's not just about "eyeballs" or "hits" to the website. In fact, Avinash Kaushik, author of Web Analytics: An Hour A Day and the analytics evangelist for Google, defines website "hits" as "how idiots track success."

Whether we're talking about robust web analytics packages like Omniture or WebTrends or free tools like Google Analytics or Yahoo Web Analytics, there is a steady stream of metrics that can teach us not just who is engaged with our marketing, but where they came from, what their experience looked like, how long they stayed, what they did and where they went after they left. Oh, did I mention that this flow of data is available in real-time? We can gauge and optimize the success of these campaigns on-the-fly versus waiting for the end of Q3 to figure out why the campaign in Q2 did (or didn't) work.

The only way marketing is going to push through is for more of us to figure out how these digital channels really are changing everything we know about consumer attention and intent.

The majority of people's first interaction with a brand is happening at the search box. Most Canadians looking to buy something go online first to do research-and it can be as innocuous as office supplies or as serious as a car. They're listening to what others who have bought before them say, and are making very deliberate buying decisions based on that first page of search results. And yes, they're also talking about you... right now. (Don't believe me? Head over to search.twitter.com and type in your brands or the industry you serve).

There are things all marketers must do right now if we're going to capitalize on these many new channels.

First, we must look at how we market "marketing." We must get better at educating young people about the value and opportunity in pursuing a career in marketing, and ensure schools have the right tools to teach them. Secondly, we need to experiment more. We need to embrace what we know (and what we don't) about this brave new world, look beyond the standard interruption model and pursue new business models.

Simply buying banner advertising on the top three web portals in Canada is not going to cut it. Buying thousands of keywords in search engines without constant optimization and refinement is also not going to be sustainable. Unlike the music industry and the newspaper industry before us, the marketing industry still has an opportunity to help define the change, rather than letting the digitization of our industry happen to us with little to no input from the actual professionals.

This is only a crisis if we recoil. Now is the real opportunity for us. In the following pages you will hear from those who are thinking differently.

My hopes are that you will realize the true power in using digital marketing in terms of what advertising had promised consumers for over a century: real interactions between real human beings.

Who would have thought that technology would be the great enabler of truer and more human interactions with one another?

The above is my column titled, The New Game Changer, for the June 15th, 2009 issue of Marketing Magazine (titled Brave New World) where I act as the Guest Editor for the entire issue. The magazine also features a roundtable discussion I conducted on the future of Digital Marketing featuring: Seth Godin, Charlene Li, Shelly Palmer and David Weinberger titled, Talkin' About A Revolution. The entire audio conversation will be available this coming Sunday as episode #159 of Six Pixels of Separation - The Twist Image Podcast.

By Mitch Joel


Comments Comments Feed
  • Posted by Ed
    Mitch Joel

    "Who would have thought that technology would be the great enabler of truer and more human interactions with one another?"

    Everyone.
    Except the techies and the marketers.

    Reply
  • Posted by George Williams
    Mitch Joel

    Interesting post Mitch.

    Besides the obvious benefits of measurable digital marketing, my take would be that social media marketing allows a company with great products, exceptional service and glowing testimonials to survive and thrive if they participate as valued members of the community - as in "real interactions between real human beings."

    Is that not how Zappos did it?

    Thanks,

    George

    Reply
  • Posted by Tina
    Tina

    problem with marketeers is that they forget they are human (at least I think they are)..just like those they are selling to. Stop forever focusing on the facts of the matter (data) and try going with the heart of the matter (gut feeling and intuition) occasionally.

    Reply
  • Posted by Alex Ikonn
    Mitch Joel

    Hi Mitch,

    Definitely a thought provoking post! I want to touch on "How we market 'marketing'" Been a marketing student at York University, I felt that I wasn't getting what I signed up for.

    The information in our textbooks is way out of date and so are our professors. Universities same as organizations got comfortable with traditional marketing techniques that have been working in the past and are afraid to embrace the constantly changing world of digital marketing.

    York University has still not provided a marketing courses anything to do with online, social, or digital marketing. The only thing that comes close to online marketing in our textbooks is e-mail and websites from 1999.

    What bothers me the most is that our society still values university education more than college or self education where some institutions such as Sheridan College have been starting to or thinking about offering courses in social media or online marketing.

    I know that universities will eventually offer courses on these topics but once again they will be out of date. Hence it is lower education not higher.

    This is a call out to all education institutions in Canada and abroad to not be afraid of change, to embrace technology and to constantly review course material and professors knowledge of the material. Professors should be up to date and even if the book is not update, the professors can add tremendous value to students by touching on topics that touch each an every individual part of the Facebook generation and how we can transfer this knowledge to institutions that we will work for.

    After graduating a Marketing program from a well known Canadian university we shouldn't have to go out and start looking for additional education to actually teach us what is going on in the world of today. Universities should be educating individuals to their fullest capability. They are simply being solemn and not serious about their programs.

    Love reading your posts and congratulations on the book launch. Will pick up a copy even though I stay up to date with your blog. Will be a great review!

    Alex "Change Education" Ikonn

    Reply
  • Mitch:

    I just want to tell you that I really enjoyed this article. It's taken me a couple days to getting around to reading it, but I'm glad that I did. I also have Marketing Magazine open in another tab and I'm quite enthusiastic about the prospect of that new publications. Keep up the great work, and thanks!

    Matt Borghi

    Reply
  • Posted by Akash Sharma
    Mitch Joel

    Thanks for sharing your insight on the crisis Mitch, I think there is a big confusion in the minds of most of the marketers that the digital and traditional channels are totally different from each other, but thats not the case as you always need a blend.
    We have to get to a stage where we have both offline and online influence, As @Alex says above it has to start from the very bottom of it thats education, which has to set all fundamentals clear.

    Reply
Add a Comment

Please complete all the fields below, including the spam filter (to prove you're not a robot).

  1. Fill in your email address to have your Gravatar photo included with your comment.
  2. Please type the word pixels here:
TrackBacks

TrackBack URL: http://www.twistimage.com/movabletype/mt-tb.cgi/1587