by Andy
January 26, 2011
We learn from our elders. Whether qualified or not, they taught us right from wrong, left from right, good from bad. They taught us how the world works. They taught us to read, write, add, drive, fish and play. They taught us about God, nature, and our fellow human beings. They taught us about money and the value and power it has in a capitalistic society. Just as the generation before did for them, our forebearers wrote the rules; codified, coddled and revered them – who then passed that reverence onto us at some level.
But things evolve and change is hard. Evolution and improvements are as Darwinian to business as they are to nature. It’s just that the speed of change today is mind-boggling, which makes it that much harder.
A recent post on CNN.com entitled ‘The end of credit cards is coming’ made this difficulty clear. It portended demise of plastic with the Smartphone as its successor. It did not envision the end of instant consumer credit, just the end of the form it currently takes. Tap (or bump or scan or zap) your phone to the retailer’s receiver and the payment is made and charged to your pre-selected account. Sure it’ll take time to break the habit of credit cards, but current adoption levels and future projections are staggering.
The same is true with business and business communications. Just as the fundamental purpose of instant consumer credit remains, the purpose of effective communications also remains. It’s the form that is changing. TV, radio, print, and billboards work great against us old dogs who have yet to learn (or refuse to learn) all the new tricks, but younger consumers are not committed to that structure at all.
B2B communications is evolving too. For established firms, further investment in passive awareness programs is a waste of money and time. Instead they need stop marketing from the sidelines and invest in involvement. They need to grab a helmet and get in the game. Don’t just sponsor the conversation; lead it. Become relevant. Those willing to engage in the broader issues will be better rewarded.
Change is difficult and it requires youthful exuberance to be effective.
Recover the kid in your marketing efforts.
Andy,
I completely agree with your rallying cry to b2b marketers … ‘get in the game’. We are doing that same thing with one of our client partners. They appreciate the value of a #1 brand, and the leadership stance it offers.
Cheers,
MFG
Andy,
I completely agree with your rallying cry to b2b marketers … ‘get in the game’. We are doing that same thing with one of our client partners. They appreciate the value of a #1 brand, and the leadership stance it offers.
Cheers,
MFG
Andy, This is a great post. Very well written. The recessionary period has consumers responding by becoming more budget focus, which translates to the shift away from credit cards toward other payment methods such as Prepaid and Debit. These alternate methods allow consumers to better manage their spending as do so many great apps – Mint.com, etc. As far as communications, the traditional channels won’t disappear, but certainly there are channels that are more effective for B2B marketers seeking to build their brands or generate leads. It’s an exciting time and presents many new opportunities for B2B marketers to tell their story with integrated communications.
Best! c.
Andy, This is a great post. Very well written. The recessionary period has consumers responding by becoming more budget focus, which translates to the shift away from credit cards toward other payment methods such as Prepaid and Debit. These alternate methods allow consumers to better manage their spending as do so many great apps – Mint.com, etc. As far as communications, the traditional channels won’t disappear, but certainly there are channels that are more effective for B2B marketers seeking to build their brands or generate leads. It’s an exciting time and presents many new opportunities for B2B marketers to tell their story with integrated communications.
Best! c.
You mention such a great things here and it is always pleassure to read. Hope to hear more and learn from you.
You mention such a great things here and it is always pleassure to read. Hope to hear more and learn from you.
Great post. The challenge for everyone is to see the world anew everyday. Since the dawn of the computer, technology truly makes a new day, everyday.
Great post. The challenge for everyone is to see the world anew everyday. Since the dawn of the computer, technology truly makes a new day, everyday.
Excellent piece of writing concerning When I was a Kid | b2b, B2B Marketing and Relevancy Marketing- Montgomery Marketing Group brbr Its for these reasons I personally often come back and digesting http://montgomerymg.com/index.php/relevancy/when-i-was-a-kid/ more and more often.
Excellent piece of writing concerning When I was a Kid | b2b, B2B Marketing and Relevancy Marketing- Montgomery Marketing Group brbr Its for these reasons I personally often come back and digesting http://montgomerymg.com/index.php/relevancy/when-i-was-a-kid/ more and more often.
Well said!
Well said!
Great article I’ve just added to my bookmark list.
Great article I’ve just added to my bookmark list.
Bottom line is, you have to pitch. You want timely hits.
Bottom line is, you have to pitch. You want timely hits.
Can I just say such a comfort to discover somebody who definitely understands just what they are talking about on the internet. You certainly find out how to take a problem to light and enable it to be valuable. More people need to read it all and understand this aspect of the story. I cant believe you’re not more popular as you certainly have the gift.
Can I just say such a comfort to discover somebody who definitely understands just what they are talking about on the internet. You certainly find out how to take a problem to light and enable it to be valuable. More people need to read it all and understand this aspect of the story. I cant believe you’re not more popular as you certainly have the gift.