Marketing is (Nearly) Dead

A couple of quick thoughts...first is that while attending various festivities of the Labor Day weekend, I noticed that the iPhone has at least 50% penetration among my peer set. I don't think an early adopter product any longer. I'm not sure if the 3G network and the new phone brought the onslaught or it is reaching killer app territory, but when the 40+ mom swooning to Adam Levine from Maroon 5 and is taking multiple pictures and texting with someone with her iPhone I know it's time for me jump on the bandwagon.

With that, while watching a sea of humanity of probably 20,000 people at the Counting Crows concert, while I have known it for quite some time, but never had actually visualized it, fragmentation is here and I'll go out on a limb and say that marketing as it is commonly defined is dead.

The age range was from teens to late 40s as far as I could tell and at any point during the concert you could see people talking on their phone, texting or taking pictures, this is while at a concert. If that isn't a captive audience I don't know what is.

Taking it a step further, as a marketer, how do you get your message across when your audience is not captive? Difficult. It's why I think online there is little to no margin for error anymore when it comes to investing in the "channel" if you will. You have to have the right message in place at the right time for when you may get a chance or you are flat out losing opportunity.

It may not be a game of who does it, but really who does it best and I would bet that some smart companies have figured this out already and are investing accordingly. For Pharma and Med Device, who are just figuring it out, I would recommend a very critical review of marketing priorities, goals and strategies to get there. I think the results will surprise you for both consumers and HCPs.
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  1. Jeff said...

    Interesting notion. I was at the same concert and thought the same thing. But, I thought about it not just from a fragmentation perspective, but also from the perspective that nobody can pay attention for more than 2 minutes without fiddling with their phone.

    Marketing isn't dead, but .mobi is the future

  2. Steve Hill said...

    I suspect that we are headed for information overload. We take in more information at a faster rate that we ever did in the past and it seems to as if that intake could have a rather interesting effect. It is almost as if you ate all of your Halloween candy in one sitting, you would begin to feel full and eventually sick to your stomach. Perhaps technology will bring us all to the brink of sickness.