From globalization to technology, today’s successful marketers are adapting and embracing rapid change. I’ve witnessed a lot of change in almost 30 years in marketing and I’ve found that comparisons with old and new trends can help us all move forward.
Let’s acknowledge that anyone can imitate, but can we innovate? Our entire culture is based on the new. We are not going backward, so keeping our eyes wide open and innovating is what we should all be investing in.
Here are 27 changes I see in marketing that we should all be watching:
OLD versus NEW
- Anchored to office versus work anywhere
- Top down, rank and file, command and control versus empower and inspire, sense of ownership management
- Marketing versus Cause-Marketing
- Made in China versus Made in USA
- Social media inhibits productivity versus social media is embraced and leveraged
- Wisdom from older generation versus wisdom from all generations
- In-house versus outsource
- Focused on your business only versus opensource, community-driven mentality
- Commission only versus company investing in talent through base pay + bonus plan
- Clock-watching and time card-punching versus trust
- Relationship selling versus challenger selling
- White old men in board room versus optic diversity and diversity of thought
- Products only versus products and services
- Inventory versus virtual, on-demand
- Two – three weeks for delivery versus next and even same day, free delivery
- Reliance on grandpa’s gospel versus investment in continuing education within industry
- Communication to the masses via email versus human to human, conversation with the individual
- HR violations are ignored versus celebrating the change that comes from getting rid of a-holes in your organization
- Disregard compliance (“no one will find out”) versus product safety as a go to market strategy
- Cheap “race to bottom” products versus quality products + stellar packaging and design
- Product versus purpose
- 9-5 versus flexible work schedule
- Territorial and protective versus open-minded sharing ideas, in a rising tide raises all ships fashion
- Beat up supplier chain for more, more, more versus reciprocal investment in long-term relationship with partners
- Selfish, insular mission versus bigger picture, longer-term industry vision
- Lowest price, best customer service, largest catalog versus real value differentiation
- Product, price, promotion, place versus purpose, pride, partnership and personalization
Ultimately, adaptability can help our businesses with recruitment and retention for both clients and employees. This can often lead to differentiation and stability to help your business achieve a stronger valuation.
What do you think? And what did I miss?
Danny Rosin is Brand Fuel’s Co-President, and VP of Partnerships, High Five Conference, Core Committee for the AMA Triangle.