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Marketing Trends Don’t Impact Me
By: Kaitlin T. Gallucci
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According to the Branding Forward study by Mechanica and Fast Company, it appears that while marketers recognize industry trends as impactful, many don’t believe that the trends impact their own organizations. The industry is changing, but it seems some organizations don’t feel that they need to.

The largest gap was not surprisingly in regard to social media, a trend that many marketers are still struggling to fully adopt; while 70% believe the rise of social media has a high impact on the marketing industry, only 49% believe it highly impacts their own organizations. The difference shrinks — but still exists — in regard to other trends, including the demand for personalization, the need for provable advertising ROI, disruptive technologies, and the declining importance of traditional distribution channels.

Marketers expressed a lack of confidence in the effectiveness of these industry trends — the same trends they feel don’t impact their businesses. Likely, the two observances go hand in hand. If one doesn’t see the value in a trend, why should it seem important?

The question is, are they right? And if not, how will their lack of confidence and adoption of these trends affect the industry and these organizations in the long run?

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About the Author
Kaitlin T. Gallucci is a New York based direct and digital marketing strategist. She tweets here.
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