“Marketing” is “Broken” And I’m Thrilled!
“I think most marketers think it’s [social media] a fad. The next gimmick. Then, some day, it will return to ‘normal’ and they can make Super Bowl ads again.” - Seth Godin
“Marketing is more than advertising. It’s everything you do.” - Me
Many Madison Avenue types are frantically trying to retrofit their hoary “HEY, HEY, LOOK AT ME!” methods (high-dollar commercials, floods of press releases that say nothing, direct mail, print ads) into the “new” social media world, or, they’re in serious denial “whine and diss” mode (”Humppfff, blogging is a fad.” Yep, the same was said of automobiles and telephones.)
Sorry, Mad Men and Women - maybe it’s time y’all get real jobs. The old “interruption” methods are way broken - I hope for good. (And, “Marketing to Women” takes a lot more than slapping some pink paint on the product and surrounding it with clean babies.)
People have gotten so used to be talked at, beeped, buzzed, bannered…that we don’t pay any attention.
Turning up the volume doesn’t work. We just turn down our volume control…or leave the room (mentally or physically).
- I now expect, for instance, that a loud cheery voice is going to come on when I start pumping gas. I totally tune it out - or am plugged into my iPod.
- I throw out most of my mail unopened. It goes right from the front door to the trash or recycling bin.
- I skip the welcome screens ads on web sites.
- I go get another cup of coffee while that whiz-bang commercial plays before I’m allowed access to the rest of the site.
- I rent DVDs - and then ignore all the stuff before the movie (if I can’t simply skip by going to root menus.) I let it run while I go in the kitchen and put dinner together.
- I don’t even look at the sponsored links on my Google searches - unless I’m doing competitive research for a client.
- I totally ignore banner ads and embedded video ads on news sites.
- I screen my calls. Toll-free numbers calling during dinner? Thanks, I’ll pass on the (often-recorded) sales pitch.
So, how do I look for things and buy?
- Run Google searches for just about everything, including local biz phone numbers.
- Look to my friends, including those on my blogroll and in Facebook, for recommendations - for everything from food to computer purchases. (For example, if blogging buddies Bruce Fryer, Yvonne DeVita, Lena West, Holly Buchanan or Michele Miller recommend something in their blog posts, that recommendation is golden. No further info needed!)
- Read new blogs to find new things. (But I don’t click on the automatically generated Google ads.)
- Look for web sites that are user-friendly and quickly give me the information I’m looking for - without a lot of marketing speak or making me “register.” (Note these sites are often found through recommendations from other bloggers.)
So - yep, marketing is broken and I’m thrilled! Who knows? Maybe quality, integrity and honesty will become the real new “core competencies” (aargh! consultant speak!) of companies everywhere.
Related Posts:
No, I Won’t Write Your Brochure.
Advertising: Creative Or Effective?
Nobody Will Read Your “Vision” Press Release Either.
Why I Don’t “Do” PR.
Self-Love Or Effective Advertising?
Making A List and Checking It Twice (Direct mail issues)
Snail Mail Marketing: Don’t Forget The Garlic Butter
Why I’m Not A Big Fan of Google Ads
Why Marketing Gets No Respect: Exhibit 4,458
Who Won The Super Bowl?
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February 10th, 2008 at 10:18 pm
[…] about a big shout out to Mary Schmidt for her wise counsel about how to reach people. (Big hint: Noises off!) Turning up the volume […]
February 11th, 2008 at 5:58 am
Amen, Mary. Life is surely different now, than it was then (now and then being relative terms, of course). To support your whole premise: I DO watch the previews on DVDs, actually love’em. I also never click paid ads, relying on natural search, which has served me well. And, I, too, screen calls; giving that squinty-eyed look to all “Incoming call” notices (who wrote that, anyway? Obviously it’s an incoming call!)
As you like to remind folks, women are different in so many ways. But, let’s remember… we’re also alike in so many ways. We’re too busy for flash openings to websites, we’re too busy for superfluous chatter, and we’re too smart to “click here” without a good reason. Your advice on how to find the best places is spot on! If only the world takes notice…
February 12th, 2008 at 8:29 pm
Mary - what a great post! You just captured my sentiments perfectly. These traditional marketers just don’t get social media, search marketing or the online world.
I’m thankful to Yvonne too for mentioning your post, I’ve now subscribed to your blog and look forward to reading it.
Again - great post!
~Li
February 14th, 2008 at 7:37 am
[…] Dang! Wonder if all those “online advertising experts” preaching the art of click are gonna have to find a new job? (Mebbe they’re already some of the heavy clickers hitting those career service sites.) Related Posts: Why I’m Not A Big Fan of Google Ads Marketing is Broken - And I’m Thrilled! […]
February 15th, 2008 at 12:34 pm
Thanks, Li!
Welcome to my blog. And, I look forward to hearing more from you.
February 18th, 2008 at 4:13 am
Great post Mary. I love the comment about turing up the volume and turning down the volume control.
This is not a fad. Marketing is having to learn to be responsive, authentic, open, honest - that’s got to be good for everyone (even the marketing profession). Our role is now to provide a RELEVANT linkage between the the needs of buyers and the offerings we have. And to modify those offerings where they fall short of expectations. A very different proposition.
February 18th, 2008 at 5:25 am
A great call to arms but don’t expect “trad” marketing channels to disappear overnight. That said, I am amazed when I read about marcomms people debating “Umm should we really let people say what they want on our community board / blog?” Hello? They’ve been doing that for nearly ten years in some cases in myriad social media. I think you’ll also find forums, message boards and user groups are a major source to consult when researching purchase decisions. Hence you need to perceive what’s being said about you, where people talk and the impact these conversations have. See
a paper in the Jounral of Online Research on this:
http://ijor.mypublicsquare.com/view/sense-and-online
August 7th, 2008 at 10:34 am
[…] The “Social” In “Social Media” My Favorite Marketing Snake Oil Pitches Marketing is Broken and I’m Thrilled! Why Are You (And I) In […]