New marketing tools and huge market changes are dramatically influencing the way we do marketing today; but the effect has not always been positive to customers and marketing in general.
The problem is that many of the new marketing channels are inexpensive to use and very easy for anyone in the market place to access. Also, many companies might not be hiring the right resources to better plan and implement their marketing strategies today. Marketers today require a different set of skills, experience and DNA. Even though a lot has changed in our marketplace, one thing that has not is the fundamentals of marketing and communication.
The challenge is to find the marketers who can implement these fundamentals in a very different, saturated and competitive marketplace. Replacing inexperienced and careless marketers with good, sensitive and helpful ones is a must. This is the only way customers will appreciate marketers, giving the art of good marketing the sustainable opportunity they will always need and want.
It is scary that bad marketing is disturbing the fundamentals of communication. Calling someone by name is the basic standard of good communication. Even so, today people will not listen when being called by name. Customers have always appreciated receiving relevant information, but often today they are not interested in listening, even when marketers have something helpful to say.
I am worried that the art of good marketing and sales, which has always been appreciated by customers, might vanish due to bad marketing. Marketing itself might, in a strange way, become more of a commodity, and the art of promoting and selling one-to-one—as has been done for decades—might become almost impossible. Customers then will have even more control, and may not give marketers a chance to sell to them.
I clearly remember the days when customers wanted to be sold to, and therefore helped marketers. I feel that we might be heading towards an era where marketers will only be able to upload content into a marketing pool to be searched by customers.