Is marketing now only about placing the order?
I have worked in a number of environments where marketing technologies have been at the centre of business transformation. I don’t mean to suggest that customer wants and needs were not a consideration. Rather, there was a tendency to undertake business tranformation in a way that was technology-led where the requirements of the client were the last consideration in defining the vision and implementation strategy.
Today, we have what appears to be an increased love affair with marketing appliances. What I mean is that there is an almost universal embracing of the latest piece of technical wizardry to hit the marketplace. When a new gadget hits the market it’s not just covered in a technology publication, it’s a major event that makes the front page of the daily news. On the consumer side, it’s been about various tablets, e-readers and smart phones. On the business side, it’s been about apps ranging from the latest in search tools for consumer-generated content, customer relationship management and licenced applications in general that provide augmented value through Internet access on demand known as SaaS – Software as a Service. Implicit here is the pervasive expansion of social networking platforms.
By no means am I suggesting a dislike for gadgets – I have plenty of them myself. It’s really about the illusion that using applications or appliances in and of themselves augment the value of a brand experience or address a complex business challenge. For example, having a website or microsite has little effect on consumer behavior if it does not enable something (or someone) and lead to an action or at best, a positive result. The same can be said for having a fan page on Facebook, opening a Twitter account or running banner ads on the Internet. Similarly, “ordering up” the latest in mobile applications might demonstrate that a marketing manager is taking an action but unless that application delivers value that the customer can see or experience, an enterprise is best to take the money, put it in the bank and let the interest payments flow to the bottom line.
We are a society that makes an increasing number of decisions based on data. Business goes to market with an array of marketing appliances. We all spend more time on the Internet. What we seem to be missing is the opportunity that technology should enable us to do and that is to have more time to create. What I mean is create new artforms in business – incorporating creative ideas that reflect an advancement of culture, art and intellectual enlightenment, something that seems to more of the past than in our future.
I was influenced early on in my career by Theodore Levitt. He wrote a book entitled “The Marketing Imagination”. I was also influenced by Wally Olins, a practitioner of corporate identity and author of “The Corporate Personality”. Both books were about ideas, identity and shaping the corporate personna.
If we want to uncover opportunity in our own marketing futures, let’s take a turn toward the creation of ideas and not rely too much on appliances to do the work for us. That’s the difference between between having 15 seconds of fame in web-wide world and creating brands endure long after a marketing technology has reached the end of its lifecycle.
– Ted Morris, 4ScreensCRM