By Adam Fraser
That new Snapchat feature, Instagram’s latest ad product, Twitter’s user numbers last quarter. Etc Etc. The media focus in the marketing space seems to be dominated by short term results and current tactics.
It can be hard to see the wood for the trees and elevate to see longer term trends and strategic perspectives.
Hence I really enjoyed the recent Medium blog post from Bob Knorpp on “The Fallacy of Digital Marketing as a Discipline”. It’s a reasonably short piece (unlike the excellent long form Doc Searle’s article on AdTech that I also recently recommended), but it is thoughtful and insightful around the challenges digital marketing faces, and the reasons why these have transpired over the past 2 decades. My favourite line (I am sure with programmatic in mind) is; “we’ve traded in meaningful interactions for nuclear-bomb levels of reach and frequency.”
One of Bob’s points on why digital has failed affirms a key thread in my recent podcast with Jason Kint of Digital Content Next – in the world of digital marketing we seem to have gravitated to a direct marketing flashing neon Vegas style “buy now” approach and forgotten about the brand building techniques used in more traditional media like TV, radio, print and outdoor. As Bob says; “marquee brands have been conditioned to treat digital as they used to treat coupon circulars, buying as a commodity, rather than as a considered brand-building choice on the now-dominant media.”
In the chaos and rapid change of social, digital and martech, a great 5 minute read to elevate up and consider longer term trends and the strategic landscape.