all or nothing: drinking kool-aid and not doing favors

September 8, 2009 ·

i read a lot of blogs on a lot of different topics under the marketing umbrella. most people sit in their camp and evangelize, from ivory towers, that their particular area is the king. it gets pretty discursive because there is no mediation. i spend my time not absorbing the content, but mostly applying a rational filter to the greater scheme of things.

it's kool-aid drinking at it's finest. self interest prevails and people start defending their area. it's in the language, the tone, and facts presented. you can include the absence of facts to that as well. mostly, it's the lack of context to the greater marketing picture that is most troubling.

the search people do it. the social media people do it. the online ad network people do it. the tv people do it. many others too. each trumpeting their wares and pedestalling them (yes i made a verb of pedestal).

each has strengths, each has weaknesses. it's a media mix, not a media exclusive. this is where a channel neutral media agency is so important. we take the inputs of glorification and meter them to a cohesive, cross-media plan for a client's communications.

we are in a time where the consumer has so much control over their experiences. the world is highly fragmented. it's an attention economy. no one thing is the savior. it's how many things work together.

media is content. content is media. media is social. social is media. it's all intertwined, and only one perspective sees it all and how it can work together - the media agency. we also have all the tools to measure all sides of a marketing plan and not in isolation of any one or all other components. it's holistic.

i know this isn't a popular view and angers a lot of specific segments as it takes some of the wind out of their sales. the point is two-fold

  1. for the areas of specificity, stop the over-glorification of your area as the be-all and end-all of marketing. start thinking bigger picture and the role your media plays amongst a cross-media world, not a singular one as you often profess.
  2. for the clients, start looking to your media agency as greater partners. if we are the purveyors of the landscape our consumers are immersed in every day, then our role is seemingly amplified.

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