Comments on: Can We Outgrow Marketing?

By: David Francis

David Francis — Fri, 09 Nov 2007 13:38:53 +0000

I imagine this fear is a new phenomenon. I don’t need to tell anyone on this list about the rapid pace of technology, etc.
I’m reading Joseph Turow’s new book Niche Envy: Marketing Discrimination in the Digital Age (http://www.amazon.com/Niche-Envy-Marketing-Discrimination-Digital/dp/0262201658/ref=pd_bbs_sr_1/002-4419190-0825618?ie=UTF8&s=books&qid=1194618427&sr=1-1). While I disagree with his premise and virtually all of his arguments, he does have a fascinating history of advertising/marketing since the late 1800s (chapters 2-3 – skimable at your local bookstore…). Quite simply, things are changing at a more rapid pace then ever before. (Surprise to no one.)
But as marketers we are on the front lines. We need to adapt and keep up not for a hobby but for our livelihood. I have no idea how I’m going to keep up when I have children – when things are even faster and I have less time.
I’ll lay it out on the table: I’ve been doing this for a couple of years and think I’m pretty good at my job (not to sound prideful). But until a week or so ago I couldn’t have told you what del.icio.us was. I don’t have a flickr account. I think corporate blogs are a waste for time for most businesses. I kind of set up an RSS feed once but didn’t really understand what I was doing. But I have to keep up with this stuff, even if I don’t use it or agree with it.
I think online marketers will need to meld the old and new. Questions like who is my audience? What do they care about? Why am I trying to reach them? What is the call to action – these don’t go away. The only thing that’s changed is the medium (and techniques, arguably). Perhaps that should give some reassurance – that the fundamentals will remain the same.

By: Chris Brown

Chris Brown — Wed, 07 Nov 2007 10:32:18 +0000

You can be “too old” at any age. I think it’s about being closed minded, deciding you’re not going to learn it, try it, find out about it.
If we were talking about playing pro sports, my opinion might be different, but this isn’t life / death & permanent injury, it’s marketing!!
Although I have my share of wrinkles & grey hair, I know that by connecting with people who are in different demographics than I am, I will learn as much from them as they from me. That’s one reason why I try to mentor people… and look for mentors for myself who are both older & younger than me.
This year the peak of the baby boom hits 50 and the peak of the echo boom hits 16/17. Learning how to learn and then constantly learning is the trick to avoid becoming too old, in my opinion.
I cut my teeth on marketing with G.I.Joe under the direction of a marketing maven named Bob Prupis. He was always saying to his staff “okay, what’s the next big thing?” I think that’s one key to staying current or ahead of the curve.
Chris Brown
Branding & Marketing blog

By: Drew McLellan

Drew McLellan — Wed, 07 Nov 2007 06:07:46 +0000

Desiree,
“I think as marketers it is important to ALLOW ourselves to be swept up into marketing campaigns that don’t fit us…whether we think we are too young for them, too old, too female, too this or that…doesn’t mater.
Immerse yourself without fear.”
I can’t top that. You hit the nail on the head! How do you personally know where to immerse yourself?
Drew

By: Drew McLellan

Drew McLellan — Wed, 07 Nov 2007 06:01:55 +0000

David,
Thanks for jumping into the conversation and being so frank.
You know, when I was your age I didn’t share your worry. I’m wondering if I was just clueless or if something has changed in the last 15 years to put all of us in a panic.
Can you articulate more specifically what has you so worried?
And for you old dogs — did you worry when you were David’s age? Or is this a new thing?
Drew

By: Drew McLellan

Drew McLellan — Wed, 07 Nov 2007 05:56:19 +0000

Anne,
Absolutely no offense taken.
Yes, we did testing on the rap (it was a jingle for a teens section of a daily newspaper) before we launched the campaign.
We also worked with some young musicians to do the score. I was just responsible for the words.
I will also tell you it was rap “light” as you might imagine. But we got the kids’ attention and interest.
Drew

By: Desiree

Desiree — Wed, 07 Nov 2007 01:08:41 +0000

I’m a 38-year-old female, a marketing director, and I play Halo 3…yes the video game. Love it. I know I wasn’t the demo that Microsoft marketed to, but like Cam Beck said, my constant curiosity kept me on top of new things and the next thing I knew I was caught up in the frenzy right before the game came out.
I think as marketers it is important to ALLOW ourselves to be swept up into marketing campaigns that don’t fit us…whether we think we are too young for them, too old, too female, too this or that…doesn’t mater.
Emmerse yourself without fear.
This will keep your perspective fresh, young, hip, all-good-in-the-hood or whatever you want/need to be as a marketer.

By: David Francis

David Francis — Tue, 06 Nov 2007 22:39:04 +0000

I don’t think you’re far off. I’m only 29 and I’m terrified of taking a sabbatical (not that I could ever afford to) because things change so quickly. That’s why I get up at 5am so I can write a blog, in hopes that one day it might turn into a book which might give some financial security for the future.
While you might be worried, know that you’re not alone, certainly. All of the young turks who seem up-’n'-coming are really sweating too.

By: Anne Rogers

Anne Rogers — Tue, 06 Nov 2007 16:02:20 +0000

“In my 20+ year career as a copywriter, I have assumed the persona of a 7 year old child, a very hip 16 year old (had to write a rap), a 35 year old mom (a project for Better Homes & Gardens & Kraft) and a 55+ man”.
Allow me to comment without meaning to offend. Yes, you may have done all this.. and yes, your clients might have agreed it was a success – but I’m dying to know what the actual 16 year olds thought of your rap!
Did you conduct any trial runs on panels of 16 year olds before going live?

By: Drew McLellan

Drew McLellan — Tue, 06 Nov 2007 14:50:59 +0000

Ivana,
Well, one way to recognize a trend is to see if popping up in all kinds of different discussions.
Apparently, we are sitting right on top of a trend!
Your post had some good ideas for how to stay current. I think a big one is simply deciding that you want to. There’s certainly no limit to the amount of new things to learn or places to learn about them.
But you do have to be ready to put your toe in the water!
Drew

By: Drew McLellan

Drew McLellan — Tue, 06 Nov 2007 14:28:33 +0000

Jill (in the box),
Thanks for adding a different voice to the discussion.
I hadn’t thought about how everyone, not just the over 40 crowd, must be feeling in reaction to the overwhelming speed of change we are all experiencing.
So, many you can teach us old dogs some new tricks. How do YOU keep current?
Drew