All of these so-called new marketing tools and huge market changes are dramatically influencing the way we do marketing today; but the effect has not always been positive to customers and marketing in general.
The problem is that so many of these new channels are quick to get started on them, easy to use, and inexpensive. But the arrogance of so many companies is that they hire based on what they want to pay for the job, not on what the person hired can do for the company. And in today’s transparent marketplace, an employee can affect a company in a positive or negative way very quickly.
If you don’t have the right person to plan and implement your marketing strategies, the best you can hope is that nothing happens. No sales. No engagement. No negative impacts to your bottom line.
We get to hear about the worst that can happen almost daily as cautionary tales in the news and as “fails” on social channels. Some inexperienced employee replies to a negative attack or a troll post, or some experienced business executive thinks he can ignore a problem until something that meant nothing to him goes viral and costs him his career.
Today a different set of skills, experience and DNA is needed. Even though a lot has changed, something that hasn’t is the fundamentals of marketing and communication.