Marketing is Dead – Long Live Social

Marketing is DeadSince going live in the Summer of 2010, a major theme of the Energise 2-0 blog has been the revolutionary impact of Social Media on all aspects of business, including marketing. In various blog posts and numerous executive workshops, we have continually argued that the study and practice of marketing is being revolutionised by Social Media.

The rules of marketing have changed and radical new mindsets are required to be successful in a social era. Far too many companies view Social Media as just another traditional PR/Marketing channel for broadcasting self-promotion messages at customers.

We doubt if anyone is listening anymore.

Social MediaCompanies need to ‘Become Social’ before ‘Doing Social’. In most cases, this will require a radical change in organisational structure, culture and psychology. Talking WITH rather than AT customers is the foundation of success in a social world. How many of us can honestly say that we are using Social Media to build real two-way dialogue and engagement with our customers, especially our ‘Most Valuable’ and ‘Most Growable’ customers?

We expanded on these issues in a blog post published in June of last year entitled ‘Goodbye Marketing – Hello Social’. The article questioned whether the existing marketing curriculum in our Business Schools was ‘fit for purpose’ in a digital/social media age? Are we providing our young people with the necessary skills and knowledge to provide marketing leadership in the new economy? We think NOT!

Our ‘I Am Not a Suspect’ post reinforced the above presented in the words of a ‘Customer Manifesto’ for Social Media.

Social Media Recent support for our views has come from no less a source than the Harvard Business School. In a recent blog post entitled ‘Marketing is Dead’, Bill Lee states that:

Traditional marketing — including advertising, public relations, branding and corporate communications — is dead. Many people in traditional marketing roles and organizations may not realize they’re operating within a dead paradigm. But they are. The evidence is clear.

He makes three pertinent points similar to our previous posts:

  • Buyers are no longer paying much attention to traditional marketing communications. They check out product and service information in their own way, often through the Internet, and often from sources outside the firm such as word-of-mouth or customer reviews
  • CEOs are losing patience with the declining effectiveness of traditional marketing
  • In today’s increasingly social media-infused environment, traditional marketing no longer makes sense. Traditional marketing logic will not work in the world of social media

Guess we will all have to listen now that it has been in the Harvard Business Review 🙂

As usual comments and feedback are very welcome.

Take care.

PS. In various posts, we have also argued that the pedagogy of Higher Education needs to change – see, http://energise2-0.com/category/social-media/social-media-and-higher-education/

Jim, Alan and Vincent

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