Killing Marketing (as we know it)
Jim Barker
Chief Revenue Officer | Branding & Marketing Strategist | Client Experience Evangelist | Data-Driven Decision Advocate | Personalization & Automation Ambassador | Helping People Succeed
Several members of our marketing team recently read Killing Marketing by Joe Pulizzi and Robert Rose. This book challenged us to think differently, and here are some of the ideas and thoughts I took away from it.
Marketing has changed. For decades, we've looked at marketing as a necessary. We've measured campaigns seeking a Return on Investment (ROI) religiously. And, we're used the similar methods of decades. It's time for this to change... heck, it already has.
Interruption is no longer the answer. Television commercials show how advertisers have used interruption to capture consumer attention. This may have been healthy (or acceptable) pre-2000, but today's consumers do not want to be interrupted. They want value from a brand that cares enough to give before taking. Netflix and DVR's have proven this theory.
Content marketing has changed the game. 25 years ago, editorials and building a brand required print publications. Today, any brand with a blog and social media accounts can begin building a brand. Every business needs a content marketing strategy... no matter what industry you're in and what customers you serve.
Marketing can be a profit center (instead of cost center). Forever, marketing and advertising has been viewed as a necessary cost... one that businesses would not spend if they didn't have to. Many companies have targeted less and less investments in marketing to 'perfect' the marketing model. This thought process has changed, and we should too.
The lines between content marketing and media have blurred. The media model and brand product model have blended together. Heck, they're the same. Marketing departments operate as media companies to build brands and gain followers. We must look at marketing as media and brand building.
Consumer buying behavior has changed. We must change the way we reach, engage and communicate with consumers. They are tired of our old, traditional ways of interrupting them. They want value in exchange for their time and money.
Over all, Killing Marketing was a great book and a suggested read for anyone in marketing or running a business.
Creative Brand Storyteller | Connecting with Consumers
5yI’m really glad that you have these great views and are seeking insight from cutting edge marketing philosophers. Makes me glad that I’ll be working with some of your team on an upcoming bike build. And I’m extra excited that the knowledge base is robust over at Tucker 🤙
Personal Branding | Career Coaching | Music Education
5yGreat highlights in your book review! Totally agree that people don’t want to be interrupted. They need to manage their time and schedule on their terms. And many businesses have content and maybe even marketing, but without a strategy, they are often shooting in the dark. Thanks for the post!
Market Research and Marketing Communications Expert | Thought Leadership | Networking / Brand Visibility for Tech and IoT Markets - Consumer, Small Business, Multifamily
5yThanks for suggested reading ! In total agreement that marketing is not a cost center but a revenue generator
COVERGIRL and Pro Racer
5yLove how you broke this down. Great value for my time in reading it 😉😄 I’m glad to see that companies are finally starting to realize this.... I sure hope it catches on in the motorcycle industry. 🤞
REVERSE MORTGAGE SPECIALIST nmls #236613
5ygreat summary. Thanks Jim!