The search engine changes mean that 2010 will be the year when brands can run but they cannot hide. Gone are the days when marketers could carefully craft messaging and then broadcast that message in a few channels to huge portions of their audiences. Oh, you can still spend money that way if you want to but in our transparent world, no marketing budget can possibly overcome the actual experience consumers have (and share with friends, followers and Google) with the product, service, or organization. It no longer matters what you say; in 2010, your brand will be more defined by what you do and who you are!
Of course, if marketing burns to the ground in 2010, a new and more powerful marketing will rise from the ashes. The role of the new marketer:
- Won't be simply to focus on outbound messaging but to consult with sales, customer service, and human resources on how the brand must be communicated in every consumer interaction, every tweet, and every touchpoint,
- Won't be merely to imagine creative messages but to fashion programs that are seamless with the actual product and service experience,
- Won't be to plan bursts of communication on a yearlong calendar but to respond to and be part of the ever-changing dialog with consumers,
- Won't be to count friends, page visits, eyeballs, readers, or viewers but to measure changes in consumer attitude and intent,
- Won't be merely to talk at consumers but to listen and engage one to one,
- Won't be to build campaigns but relationships,
- Won't be to create impressions but experiences, and
- Won't be buy media but to earn it.
To some of you, these changes sound easy, but they represent painful transitions for marketing organizations. In 2010 and the years that follow, everything will change: job expectations, skills, metrics, structure, budgets, agency demands and compensation, and the role of the marketing function within the organization. While the changes will be difficult, they will also be extraordinarily exciting. In the end, the marketing organization will be integral partners in everything the enterprise does, living up to Peter Drucker's famous quote:"Business has only two basic functions -- marketing and innovation."Marketing is dead. Long live marketing!
A great posting summarizing the change we have to run through in Marketing. BUT: It won't happen in 2010 (and not everything mind change and tactic change has to happen in 2010). Marketing departments will very slowly change their attitudes, but my perception is, that change is going to start the latest next year.
With real-time search, with more and more legal restrictions in Germany to address prospects and customers by e-mail and now telephone, with studies proffing that even B2B decision influencers and makers are on the web, Marketing will start to accept a change. Hopefully .. Do they recognize the impact of this change? NO. Future Marketing will not be any longer one-way communication. It will be real communication and discussion, much faster than today, which means that Marketing and Sales have to be much more responsive and flexible. Interesting times coming up.