Marketing is dead
This article from Harvard Business Review reflects the need for a more sophisticated approach to marketing. Marketing is not dying, but Mad Men marketing & advertising is slowly disappearing, giving space to a better, human centered model. Here are some excerpts:
"Several studies have confirmed that in the “buyer’s decision journey,” traditional marketing communications just aren’t relevant. Buyers are checking out product and service information in their own way, often through the Internet, and often from sources outside the firm such as word-of-mouth or customer reviews.
CEO’s are getting tired:
73% of them said that CMOs lack business credibility and the ability to generate sufficient business growth, 72% are tired of being asked for money without explaining how it will generate increased busines
This broken model needs to be replaced. Here are some critical elements:
- Restore community marketing: allow customers to replicate community-oriented buying experience
- Find your customer influencers who can be existing customers or not.
- Help them build social capital: help them build their affiliation networks, increase their reputation and give them access to new knowledge.
- Get your customer advocates involved in the solution you provide”