This podcast is intended for business owners and marketers who need to learn more about modern marketing. My goal in this podcast is to help you discover the most effective marketing ideas to grow your business. Each episode will be an interview with authors and marketing experts to provide practical, useful ideas that you can use.
Marketing is going through a wrenching transformation right now and that pace is quickening.
In Ardath Albee’s latest book, Digital Relevance, she talks about how marketing has changed more in the last 2 years than in the previous 50. Marketing professionals are having difficulty keeping up with the breakneck speed at which buyers are changing how they buy and consequently, how marketers can even reach them now.
There are a few reasons why it’s so hard for marketers these days. First off there are marketers out there who have spent their careers learning one playbook, which has been largely outbound, interruptive techniques that have relied on a somewhat captive audience. Things like advertising, press releases, direct mail, cold calling.
And thanks to modern technology that playbook is increasingly obsolete. People are skipping TV commercials, listening to commercial-free streaming audio or satellite radio or podcasts like the one you’re listening to right now. There are over 200 million phone numbers on the do not call list in the US, and surveys show that about ½ of all direct mail is never opened and goes straight to the landfill.
There’s also been a lot of carnage in the marketing world - inflation adjusted newspaper revenues in the U.S. in 2012 were the same as they were in 1950.
And for the ten years ending in 2012, of all the job categories tracked by the U.S. Bureau of Labor Statistics, the job category with the biggest decline at -65% was advertising and promotion managers. Advertising Loses More Jobs Than Any Other Industry (Dan Lyons, HubSpot)
Prospective customers are much harder to reach now – it’s like there’s been a 60-year war between marketers and consumers and the consumers have finally won. People have hated being marketed to and now they can avoid marketing messages and avoid having to go to the seller to get information they need while they research a possible purchase.
Think about all the information a potential car buyer now has before they even show up the first time at a car dealership. They know what the options are on a car, they know what has been said about the car by expert reviewers, they know how much the dealership paid for the car. The seller doesn’t have much leverage anymore over the buyer.
Buyers are now completely in charge and are never, ever going to give up that power.
So it can be frightening for a marketer who is coming to grips with the fact that the skills they have used and perfected over their careers are now becoming obsolete. Nowadays, marketers have to be digitally savvy, analytical and much more adept at producing content.
So with this podcast, I intend to help you stay abreast of the important changes in modern marketing and help you discover how you can use that as a competitive advantage for your business and career.
I actually listen to more marketing podcasts than these, but these are the ones currently at the top of my "listen list."
"I’ve found reading books very intellectually fulfilling. Books allow you to fully explore a topic and immerse yourself in a deeper way than most media today. I’m looking forward to shifting more of my media diet towards reading books,” said Zuckerberg.
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