The world of measuring the impact of marketing dollars by the number of impressions delivered to target customers is dead. In that world, the winner was invariably the marketer with the biggest wallet…as they could afford the lion’s share of impressions delivered to the captive audience through network television, print, and radio. The “Mad Men” of that world enjoyed the power of directing a one-way presentation of their brands to audience who paid attention.
While customers have been leery and weary of marketing messaging for decades – they had no good alternatives. Enter the boom in digital technology, which turned the captive market into an unpredictable, unforgiving, and demanding master. The market goes wild. Thanks to TIVO and DVD-R, we have winnowed the number of minutes we watch tv ads to nill (except Super Bowl Sunday). Thanks to Sirius radio, iPods, Pandora and Spotify, we no longer listen to the radio. Okay, I admit, there is one exception for me– Public Radio. Once, subscriptions to Time Magazine, the Economist, Vanity Fair, and Traveler were essential to staying current and educated. Enter in 24x7 news world and iPad. Why would I want to clutter my mailbox and coffee table when up-to-date news fits neatly into one electronic device?
What would Don Draper think of this new world?
I think he would go stark raving mad.
According to Eloqua’s recently released 2012 Marketing Skills Gap, 75% of marketers say their lack of skills is impacting revenue in some way, and 74% say its contributing to misalignment between the marketing and sales teams.
Beware if you are trying to build demand for your business using the methods of the past. The new market requires a new way of marketing. Eloqua summarizes the 5 must have B2B marketing skills. These include Content Marketing, Funnel Mindedness, Social Media, Analytics and Technology.
While customers have been leery and weary of marketing messaging for decades – they had no good alternatives. Enter the boom in digital technology, which turned the captive market into an unpredictable, unforgiving, and demanding master. The market goes wild. Thanks to TIVO and DVD-R, we have winnowed the number of minutes we watch tv ads to nill (except Super Bowl Sunday). Thanks to Sirius radio, iPods, Pandora and Spotify, we no longer listen to the radio. Okay, I admit, there is one exception for me– Public Radio. Once, subscriptions to Time Magazine, the Economist, Vanity Fair, and Traveler were essential to staying current and educated. Enter in 24x7 news world and iPad. Why would I want to clutter my mailbox and coffee table when up-to-date news fits neatly into one electronic device?
What would Don Draper think of this new world?
I think he would go stark raving mad.
According to Eloqua’s recently released 2012 Marketing Skills Gap, 75% of marketers say their lack of skills is impacting revenue in some way, and 74% say its contributing to misalignment between the marketing and sales teams.
Beware if you are trying to build demand for your business using the methods of the past. The new market requires a new way of marketing. Eloqua summarizes the 5 must have B2B marketing skills. These include Content Marketing, Funnel Mindedness, Social Media, Analytics and Technology.
RSS Feed
