I thought WPP chieftain Martin Sorrell covered all the bases as he described his firm’s motivation:

“Growth is being driven by continuous pressure on clients to raise
their like-for-like revenue growth and to optimise their investment
against a backdrop of changing demographics, decreasing product
differentiation, intensifying global competition, the fragmentation of
the media and the impact of digital development.”

The forces at work here are disruptive to say the least. The big agencies are getting pressure from clients to move away from costly print and TV ads and move to more conversational forms of marketing and advertising. It’s not enough to just deploy a microsite and track page views. Customers want real-time information and they’re demanding it on their terms.

If I were a mid-market or large brand, I’d cut down on the one-off microsites and email-based newsletters and move the conversation to more interactive environments. Many companies have figured out that tapping the collective wisdom of their customer base provides huge value. Evidence of this is the large number of customer-driven communities and B2B networks getting sponsorship deals from consumer brands and software companies. It’s likely these communities are where your customers are lurking anyway or they’re building their own versions. Why not engage with them on their terms and in their environments?

I’m not calling for the death of traditional marketing techniques - unless there’s no infusion of 21st Century smarts.

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