The future of marketing

Jeff Jarvis has a great post analysing Bob Garfield’s latest thoughts. Both well worth reading in full.

Bob is scathing about the optimism (read denial) of big media owners:

Balding’s set of facts comes courtesy of the proliferation of skimpy freebies, such as Metro, which are to newspapers what Skittles are to cuisine.

I also liked this:

When (P&G) Chairman-CEO A.G. Lafley says, “We need to reinvent the way we market to consumers,” he doesn’t mean, “We need to find a place to amass 30 million people at a time so we can tell them not to squeeze the Charmin.”

Here’s Jeff:

Now marketers and customers can have their transactions and conversations directly. That is to say, we the customers can get the information we want about products straight from sellers and the more that happens, the less those sellers need to waste money on giving us messages we did not ask for and do not want (aka, advertising). The more that happens, the less money they will spend on ads. Total ad spending will, indeed, decline.

That horrible crashing sound you hear is a gravy train derailing

2 thoughts on “The future of marketing

  1. Michael

    Brilliant: thanks for highlighting this post.

    I think – as I know you do – that marketing is going to need to be rebuilt from the bottom up. So many parts of it, right down to the patterns of thinking and language of the industry are based on a world view that isn’t just wrong, but looking at the wrong world.


    I would argue that ad spending is not going to decline. In fact, as we go from communicating one message to 30 million people to communicating personalized messages to 30 million people, the cost of those conversations (equivalent to ad spend for companies even if it comes in a different form) gets much higher.

  2. Johnnie Moore

    Michael: I think the point is that those conversations aren’t done by advertisers, they don’t cost anything. This is one of those conversations. No one spent anything.


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