Let's get one thing clear right away, I am not a marketing expert. I am a person who is keenly interested in advertising and therefore also in marketing.
That said, I can fearlessly begin with this potentially completely flawed post on what is happening with marketing these days.
Let me begin with why I am writing this post. It’s because I have come across way too many pieces of online and offline communication about what this post's headline talks about - Marketing is changing drastically, the olde marketing ways are dead, traditional advertising is dead and buried, mass media is going to fade away.... These messages, posts, articles, videos, comments, tweets… have been crowding my mind without quite forming any kind of tangible picture.
So I thought I should try and get a clear picture in my head (to the extent that is possible) by writing about it.
The basic discussions seems to be about the fact that it is no longer relevant to broadcast your message, now your message has to be discovered and shared.
The reason being that now nearly the entire planet is on the Internet, and nearly everyone is searching the Internet for information, reviews, tweets, posts, Facebook comments and such, to gather information before choosing a particular product or service.
That is absolutely correct. However, back when the Internet wasn’t there, whenever possible we used to ask friends and if we knew one, even experts, before choosing a product or a service. Now, this is happening on a much wider scale and everyone is doing it. Therefore it is a very very important factor to consider when marketing your brand. OK, got it loud and clear!
Now, social media is enabling groups of people to broadcast their message far and wide without spending any money on media - Twitter, Facebook, Google+ et al.
And it has brought down Governments.
Wow that’s amazing. However, can a brand do something like that, very doubtful. No brand can have a