Is Marketing Dead As We Know It?

Published by: Meredith Thornton    |   Category: Blog, Business, Marketing, Promotion    

Should All Marketers Quit Their Jobs and Call it a Day?

Bill Lee recently published a blog article for the Harvard Business Review entitled, Marketing Is Dead. Now, while his intentions might have been to capture viewer interest from his headline and get as much visibility possible, is there any truth to his outlandish claim? Is marketing, a practice so fundamental to all businesses worldwide, doomed to fail within the next few decades?

Take a minute to visualize the commercial world without marketing. No old spice commercials, no “got milk” print advertisements, no Nike billboards. And where would the world be without The Most Interesting Man in the World? I can only assume it would be a world without Dos Equis beer.

This goes to show that, if marketing didn’t exist, businesses would be at a standstill with no opportunity for expansion. How is the public supposed to know about you without a strategic marketing plan in place? Word of mouth between your close friends and family only goes so far.

There are those struggling start-up businesses out there who wonder why, after developing a decent product or service and creating a relevant, easily navigable website, their doors aren’t being knocked down with an influx of new customers on a daily basis. Sure, your products or services offered might satisfy the needs of thousands of people across the nation or world, but do you really expect your website to magically appear before their eyes?

Successful marketing is a constantly evolving process that takes time to put into practice and get right. It’s not an overnight sensation. Taking into consideration the large volume of advertising messages that consumers are exposed to on a daily basis, it is unrealistic to assume that your message is going to miraculously cut through the clutter and reach your target audience without exercising the range of marketing tools within your reach.

Email Answers MarketingThe point that the author drives home in this article is that marketing is not dead, but has taken a drastic turn in a different direction. There is no question that we are in an era where traditional forms of marketing are taking a backseat to digital and interactive media. However, traditional media isn’t going anywhere. The secret lies in properly integrated old and new media to diffuse your message across as many channels as possible. You can’t overgeneralize the population’s media habits and claim that, as everyone is on the Internet now, there is really no point in advertising elsewhere. The general population is spending more time on the Internet, but you can’t assume that they wander through malls with their eyes closed, or aren’t lured in by the juicy Carl’s Junior burger plastered on a billboard, or don’t take a second look at the stunning graphics in magazine ads. Don’t underestimate the value of marketing. Your bottom line depends on it.

In December 2011, I wrote an article titled Which Marketing Platform is Right for Your Business, which discusses the limitless options when it comes to marketing your company’s products or services. The article discusses choosing the right medium to disseminate your message and how to touch the correct audience.

To get a better understanding of how to integrate different forms of marketing into one cohesive campaign, take a look at this article from March 2012 titled, Choosing the Right Marketing Channel is the Wrong Decision. The thing about Integrated Marketing is that you don’t have to choose between one marketing platform versus another. In fact, you shouldn’t have to choose. Success comes into play when you use one advertising medium to optimize another in an effort to create a marketing campaign that works together to generate a positive brand image.

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5 Responses to Is Marketing Dead As We Know It?

  1. Gary Huppert says:

    This topic comes up again and again. Yes, the world is changing, but it has always been changing. The most significant difference is the speed at which things are changing now. So many things have become RIGHT NOW and the speed at which we can gather information is stunning. However, there I have seen a slow resurgence of traditional marketing techniques and a significant increase in their effectiveness. So the truth lies somewhere in between the tried and true and the new and bold.

  2. Billy Green says:

    In an ever changing online landscape, the trick is to keep up with current trnds and try and stay ahaead of the crowd in planning and implementing your marketing strategy. Most people don’t think outside the box. The brightest try to lead and blaze a new path, whether it works or not. Implementing new marketing strategies will show you pretty qucikly if you are on the right road or not.

  3. Jen Clark says:

    If you don’t advertise or market your business I can guarantee one thing will happen, NOTHING. Trying new marketing tactics is the only way to see if it works or not.

  4. Michael Fisher says:

    Finding that “sweet spot” of marketing is an uphill battle. Once you get there, it’s all downhill from that point on. Getting the mixture right is what it’s all about. Usually, the more the better seems to work for me. Get as much visibility as possible, anyway you can.

  5. PK Bibi says:

    Sergio Zyman, former marketing top dog at coca-cola published two famous books entitled “The end of marketing as we know it” and “The end of advertising as we know it”, in which he echoed very much the same ideas.

    However he will forever be remember for introducing “new coke” which dare I say was a massive flop as he faced a customer uproar.