Insights on Today’s Marketing Issues
The effect of COVID-19 on the travel industry is not only unprecedented, but will have a lasting impact for a few years.
We’ve been writing these marketing insights on and off for over three years now. It’s been a labor of love, but it can be frustrating as I continue to see marketing by others that looks and sounds like everybody else in their category.
We are asked all the time, how do we do it, being from Montana? First of all, we are not Montana natives, everybody here came from someplace else, and the experience they learned in a big city or on a large national account was experience you can’t learn in school. We just choose to reside in Montana because we love Montana. And those who watched the film last week saw examples of activities and experiences we have whenever we want it and not just on a few days of vacation.
I’ve been quiet this year, just taking it all in from the pandemic doomsday forecasts of how marketing will be changing. It’s amazing to me how many in our industry are proclaiming that the coronavirus and resulting shut down will change everything in this country, and perhaps the world forever.
I spend a lot of time writing about storytelling. It’s my passion, and it’s a huge point of difference between Spiker Communications and our competition, just like between you and your competition.
Smartphone supremacy is starting to wane. The devices aren’t going away anytime soon, but their grip on the consumer is weakening. Global sales slump, lack of new advancements, and the price of today’s new models make smartphones not look so smart anymore.
We are undergoing the largest demographic change in human history and it is being completely ignored by the absurd large marketing and advertising agencies and brands.
We’ve reached a point where companies can no longer, and should no longer, stay silent about broad-reaching social issues. Employees are speaking up to hold their employers accountable to their own missions, and customers are loyal to brands they believe align with their personal values, such as Zappos, Patagonia and Nike.
Part of the reason many marketers and their agencies continue to produce traditional solutions to marketing problems is because they continue to use the same traditional methods of problem solving − got to have a website right away, followed by a social media campaign to drive traffic to the new site, etc. We can’t continue to use the same methods and approaches and expect to get different results than we what got last year or the year before.
Trying to do more marketing with less investment this year? You’re not alone in trying to do more with less money. It can be done, it’s not as hard as you may believe, but it starts with your scope of work, and a better-managed briefing process may be the answer to your marketing team. Clients want sales, fair enough, and most client direction is flat wrong. Clients think the job of the Brief is to provide a cast-in-stone solution to the sales problem.