This link has been bookmarked by 2 people . It was first bookmarked on 21 Oct 2006, by Richard Toker.
-
11 Nov 09
-
Well, the real issue that marketing, all marketing, struggles with today is that by and large all marketing organizations were designed to push things out. We made things; we pushed them out into the marketplace. We wanted to communicate with people; we pushed out advertising. We wanted to incent them in some way; we pushed out sales promotion. So, marketing essentially, has been a linear process, starting with the marketer pushing it out into the marketplace.
-
So, the problem marketers have today is they have absolutely no way to deal with the pull of marketplace. They simply cannot get their head around the fact that people now have access to unlimited amounts of information. They have access to unlimited numbers of products. They can time shift. They can do almost anything; and, it destroys the linear model that the marketers have built up over the last hundred years.
-
The big struggle most of them have is, "How do I start? I recognize now that I have to have traditional media. I recognize I need to have electronic media. How do I bring that together inside my organization, because I have spent the last fifteen years trying to keep them separated and trying to keep them apart." So, that creates another bucket of problems. So, it is the push/pull, and the growth of the consumer power. It is the organizational structures that are in place that companies have great difficulty dealing with.
-
-
21 Oct 06
Would you like to comment?
Join Diigo for a free account, or sign in if you are already a member.