Tuesday, January 22, 2013

The New Marketing Order

The role of video in the digital marketing age is undeniable: if you don’t have video, you’re missing a huge piece of your potential audience. In 2013, video has become arguably the most important of the three pillars of digital promotion: social, interactive, and video. 

Each of the 3 Pillars becomes more complicated not just to implement, but to get a return on investment that’s measureable in objective terms. Big agencies and big business alike are trying to create metrics that cater to the ‘C’ suites and give analysts something to hang their hats on. 

However, the joke is on all of us. Our collective chains are being pulled by a tiny group of math geeks and programming nerds who sit in dark rooms in Silicon Valley with their pale skin laughing their you know what’s off at us flailing away trying to understand Panda #23 and why a ‘tall’ Starbucks is really a small. 

But here’s the thing, if you’ve understood marketing from way back, you’re in trouble. We’re in this gray trend area where some of the old marketing strategies still work, but they’re being replaced by new ways, which haven’t completely taken over. Only time will tell how long this gray area will last. Then it will be Johnny B. Goode meets Marty McFly time. And if you haven’t traded your VHS tapes for streaming movies from a chrome Apple, you’ll probably find yourself out of business.

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