As an academic working in the field of digital marketing practice, it is my duty to inform you OF THE DEATH OF MARKETING.
Working for the man is now officially OVER.
So when did marketing die? Well it’s important to look at the causes to understand the actual moment of death. If you’re cynical (is cynical different to skeptical?), you’ll be convinced that the marketing of goods and services is purely for peddling of wares in pursuit of consumerism and conspicuous consumption. Goods are produced not because they are needed by people, but because goods need to be produced to make companies (and individuals within them) rich and fat. Marketing fulfills a role here by convincing people that they do need goods, often goods which they don’t need. In many cases, solutions are offered for problems which people do not even know they have. In some cases, people are provided with a solution to their lifestyle aspirations, and they can only know about this lifestyle if they are exposed to it through marketing.
I won’t bore you with the textbook explanations of marketing, or any of those that you might find in an inspirational book about marketing on the shelves of a bookshop in an airport – perhaps one that mentions a colour in its title or has been conceived by a “marketing guru” from the USA. You’ll aready be aware of these and may have taken many of the ideas on board in your practice.
Anyway – the death of marketing has come about because of fear. People are worried about their money. People who wash their cars and live on housing estates in the suburbs. People whose cars are quite new and being paid for. People who have very large mortgages. People with expensive plasma screen TVs. People who have to take the kids to pony club on Tuesday nights.
You can see these people in places where you might not have seen them before: Lidl, Aldi even Netto sometimes. You also see these people buying things they haven’t bought for a long time, stuff that hasn’t been marketed to them for ages. I’m thinking of food that might not be organic. Or ingredients for dinners that haven’t yet been woven into complete meals. It’s amazing how much time you can suddenly find on your hands when you’re feeling the pinch. Price sensitivity suddenly has a amazing effect. People are afraid that they are going to run out of money.
So marketing (digital or otherwise) is suddenly fighting for its life. People are no longer “browser-explorers” (“What’s out there? Tempt me?”), as this is the behaviour of people with disposable cash to spend. Search engine behaviour is going to demonstrate that people are much more like “researcher-hunters” (“I’m defining my requirements and assessing your ability to supply me as a marketplace”) and “finisher-trackers” (“I’m selecting a supplier with a view to purchase”). People are likely to reduce their level of opportunistic purchasing and focus on finding “what they need.”
So that fat days of marketing are over. The view that we should take now is that it’s time to look at how firms meet people’s needs. It falls to digital marketing to do this comprehensively. In the field of SEO, key-phrase identification will clearly have to move away from any notion of black-hattism – that will be a waste of time. More than ever will key-phrases have to be carefully honed so as to match the key-phrases used by researcher-hunters and finisher-trackers.
Interactive banner ads and Google ads will need to be injected into networks which speak to researcher-hunters and finisher-trackers. We’ll know they work if click-through rates increase. And what about social networks? Well that’ a tricky one. If a social network develops because of a need rather than some kind of whim, then it could become a winner for needs-based advertising.
Of course, this is great, but the whole thing will really go to pot if we get our heads around the whole “make do and mend” mentality. The days of FMCG marketing might really be dead then.