This morning I presented a version (in part) of Seth Godin’s thinking that he explores in “Sliced Bread and Other Marketing Delights”. The presentation examined possible reasons as to why advertising and marketing doesn’t seem to be as effective as it has been in the past. It also explored the rise of social media and how the power of “Permission Marketing” might be harnessed to get our message across to people who actually want to hear it rather than those actively don’t!
Following the presentation there were some interesting discussions, and whilst everyone acknowledged that the marketing they were doing wasn’t as successful as it had been in the past, they seemed to think that at some point in the future things would change back, and “normal service would be resumed” – but, like Cuba, we might have a VERY long wait!
I think the problem that we all face is that the internet and in particular Google, has changed the landscape to the extent that none of the old paradigms are necessarily true. And it is this directionless world of uncertainty in which we now operate. What we know is that the old order doesn’t hold water any more. What we don’t know, is what the new order looks like!
Organisations recognise that placing sub-standard ads, in sub-standard no longer yield results in the way that it used to, but they still chug-on regardless, afraid to throw away the rule book and do something which gives them a competitive advantage.
We all know that clients & prospects now have huge, and very little time. The last thing they want is more wallpaper that they can ignore.
Act now – before it’s too late!