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In 1908, Hamptons Magazine made a bold prediction: “When the expectations of wireless experts are realized, everyone will have his own pocket telephone and may be called wherever he happens to be … When that invention is perfected, we shall have a new series of daily miracles.” Wow. Predicting the advent of mobile a century in advance — that’s setting the prognostications bar pretty high.
Semantics has always been a key marketing component. That’s how “used cars” became “pre-owned vehicles.” And lately, we’ve seen digital marketers get bogged down in semantic table tennis in the discussion of the terms “multichannel” and “omnichannel.” Six of one, half a dozen of the other? If you can’t distinguish between multichannel and omnichannel, don’t be embarrassed.
Everyone dreads that ol’ holiday creep. And I don’t mean the unctuous uncle you see only at Thanksgiving. I’m talking about the relentless drive to push the start of the holiday shopping season earlier each year. (Remember when Christmas in July promotions were supposed to be ironic?) That creates a cycle in which every marketer feels the need to keep up — even if they don’t ...
Imagine this, digital marketers: Instead of distributing virtual ads anonymously in cyberspace, you have to pass out flyers to people you meet face-to-face. You spot someone reading a tablet over lunch at a sidewalk café. Would you walk up, wordlessly place your flyer right over the screen on their tablet and walk away? Of course you wouldn’t.
Remember “You’ve Got Mail”? Before it was a rom-com starring Tom Hanks and Meg Ryan, it was an amiable AOL greeting accompanied by a cartoon mailbox. It was a brilliant marketing opportunity. But it also created unintended consequences that continue to reverberate across the digital industry today. We’ve seen this movie The beauty of the “You’ve Got Mail” catchphrase was its simplicity.
If there’s one certainty about bubbles, it’s that eventually, they burst. We’ve seen it happen time and again across various marketing channels. Marketers find an approach that delivers a great initial return on investment, but then they abuse it to the point that it becomes disrespectful to the consumer, who then ignores that medium as a matter of course.
The ability to spot an opening to transform an industry and innovate ahead of the pack is a technology entrepreneur’s best asset. But technological advances pay a heavy toll in the form of disruption. The rate at which an innovation loses its competitive advantage accelerates every year. This is what I call the “velocity of obsolescence.
The 2016 presidential election is the first time since the explosion of social media that there is a two-party race for president. This, in turn, has led to enormous investment in data-driven digital and social media marketing. Republican presidential candidate Donald Trump, a strong contender, as we all know, is a big proponent of this new form of outreach.
Before the evolution of digital, direct marketers relied on physical mail as a rewarding channel to drive customer actions, one that they continue to spend $45 billion on each year in the US. But marketers have made more room for digital as postage rates have increased, the cost of printing has continued to rise and marketing automation has made real-time one-to-one marketing a reality.
French author Andre Gide once said, “a straight path never leads anywhere except to the objective.” Unfortunately, there is no straight path when it comes to digital advertising attribution. Consumers are exposed to ads throughout the purchase cycle, each having an impact on the buying decision that ultimately is made.