A Chorus Of Consternation Tells Marketings Dithering Practitioners To Do Something!

Marketing and Advertising have long succumbed to individualism and both fear the Internet but they

, no longer, can go on mindlessly saying the same old things.

Now the advocates of Social Media act as if they are above advertising, a breath of fresh air, something cleaner and more trustworthy than the others, which, of course they're not!

This means that they can no longer rely upon other people accepting their ill considered advice.

The trouble is that all the talk about new marketing and new advertising is piecemeal and incoherent, even very inconsistent, in fact there has been no progress, no far reaching reforms despite the fact that by now, common sense should have prevailed.

We desperately need accountability in our marketing lives. However with all that has been said about Social Media it is less persuasive than conventional advertising in convincing us that it actually works.

The new experts display the same boldness as their predecessors as well as the same voracioness! And yet...and yet?

Several decades of non accountability has camouflaged severe structural flaws in Marketing. What is constantly missing though is a vision for advertisings' future. There exists now an opportunity to reshape the landscape of Marketing and Advertising. But it requires boldness and courage! Competent brand advertising generally does not fail, but peoples exotic expectations of its outcome do. Advertising lacks consistently dynamic effects, once again because of competition.

Only Shopper's Voice consistently persuades people to change what they feel and buy!

The danger of offending the viewer is where advertisers in the modern age run into trouble: in a desperate attempt to grab the consumers' attention, advertisers are creating what is known as ad clutter.

It's a non-stop blitz of advertising messages; everywhere we turn we're saturated with advertising messages trying to get our attention. We've gone from being exposed to about 500 ads a day back in the 1970's to as many as 5,000 a day today. It seems like the goal of most marketers and advertisers nowadays is to cover every blank space with some kind of brand logo or a promotion or an advertisement, Marketers have found a way to use parking stripes, postage stamps and floors, even buses and buildings, it's all an assault on the senses.

We have to screen it out because we simply can't absorb that much information. We can't process that much data,and so no surprise, consumers are reacting negatively to the kind of marketing blitz; the kind of super saturation of advertising that they're exposed to on a daily basis."

The conundrum for modern day marketers is how to cut through the clutter without alienating the consumer.

All of this marketing saturation that's going on is creating this kind of arms race between marketers where they have to up the ante the next time out because their competitors have upped the ante the last time they were out, and the only way you can win is to have more saturation -- be more creative; be more outrageous.

Many goals set in marketing are unrealistic. They are therefore doomed to failure from the start. Such romantic marketing dreams include sustained growth, brand differentiation, persuasive advertising, profit maximization, and knowledge management. When marketers fail to reach any of these unreachable goals, it gives marketing a bad name.

When marketers are asked about their goals, they usually talk about growth. However, most brands and companies do not grow much most of the time, as the usual year-by-year league tables indicate.

This leads the world at large to claim that marketing has failed (again), which is only because marketers set unachievable goals of big sustained organic growth and people believe them.

We can all hope for some growth but realistically we should not expect much. In fact, big and sustained growth is usually gained only through mergers and acquisitions.

The inhibiting factor is competition. If you are a 20% brand and are therefore big, you still have 80% of the market against you. Survival is therefore the name of the game you still want to have 20% next year and usually you will, if you work at it.

The truly amazing thing is that, despite the (possibly) worst financial crisis ever, Marketing and Advertising have cruised along with almost stately serenity and only the occasional dissident voice questioning the value of Marketing.

The central challenge for business is nothing else that the revival together with a new plan to boost the economy what is really desperately needed is a revival of an enterprise culture. It is true to say that there has been no progress in the accountability of advertising together with no progress at all in reducing the dreadful clutter pervading all of our media! Social media tends to reject commercialization and has altered the way marketing thinks about promotion. The new focus is conversations and engagements, which makes evangelism a more appropriate term. Consider, for lack of a better term, the unprecedented intimacy involved when a customer or prospect becomes a fan of an organization on Shopper's Voice. That fan is inviting the organization to participate in their daily lives by way of Shopper's Voice News Feed, and wont tolerate a steady stream of marketing hype.

by: Paul Ashby

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