Perspectives

The Speed of Marketing: How (Quickly) Marketing Changes and How We Change With It

By , Posted May 24, 2018

When I graduated with my BSBA in marketing in 2009 from Creighton University, they didn’t offer courses in Content Marketing. AOL was still considered a search engine (surprisingly, AskJeeves was, too. RIP 2010). Flip phones were just that…phones. And, as for social media marketing, it was still an infant idea that Mark was learning to swaddle. The latest (and likely the original) Facebook algorithm still had a profile page, and uploading photos was a feature that didn’t yet exist. In fact, I distinctly remember the day Facebook allowed users to upload photos. I said to my college roommate “Oh man, we are going to spend so much time on thefacebook” (Yes, you read that right, thefacebook). Was I right or was I right? When I got my first job, it came with a BlackBerry, and I thought to myself, “I’ve made it.”

And this was all less than 10 years ago. While these are just a few examples of what has changed over the last decade, they show that things are changing, and quickly.

In the late 2000’s, my marketing curriculum was limited to courses like Market Research and Marketing Management. While these courses are still arguably the foundation of marketing today, marketing has changed drastically over the last decade. Yes, some marketing concepts are tried, true and will likely never change. But marketing is evolving. The tools and techniques to reach our target audiences aren’t the same as what they were just a few years ago. In fact, many believe that the traditional advertising methods we learned in school aren’t effective anymore.

Today, we are not in the digital age of marketing. We are past the digital age of marketing, which is known as the post-digital age. If you blinked in the last five years (or had three babies like I did), you likely missed the digital age of marketing. What is post-digital marketing? According to Eric Yale, post-digital marketing is the necessity of doing what you say. It’s being human. It’s being helpful. It’s making life easier for consumers. What is different today than before is that digital devices have created entitled, always-on customers. The data derived from these digital devices now fuels business strategies. Doing what you say you are going to do as a brand is a must because consumers are now more powerful than ever.

Now, as marketers, we’re not just looking at marketing personas, we also need to understand consumers’ digital persona. Google is now giving rank favor for AMP because these pages load instantly. What is heck is AMP anyway? The typical buying cycle has become the modern buying cycle, where all stages of the cycle are jumbled, and the access to information consumers have is immeasurable. Step aside, Millennials, Gen Z has now risen to the forefront but who is Gen Z and what do they want from us? And, let’s be honest, the only thing scarier than Gen Z is AI. You can run, but you can’t hiiiiiiide.

As an advertising agency, it is critical that our people are as knowledgeable today as they were yesterday. Enter Kansas City Digital Summit 2018. The Digital Summit is a national conference that travels from city to city teaching the latest digital marketing trends, technologies and best practices. The conference offers over 50 sessions taught by industry experts and educators to help marketers stay ahead of changes in the field. Our agency has learned a lot from this conference in the past, so we paid the pretty penny and signed up again.

Here are a few ah-ha moments from our team.

To be better marketers, we must continue to learn and grow. Even Ben agrees.

If you’re feeling overwhelmed by the rate of change in the marketing industry (and life in general), you’re not alone. For the former, MBB is here to help. (For the latter, I recommend a Xanax.)

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