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Changing the Marcom Mindset (part I)

January 11, 2010

The marketing communications industry is ending a long decade of anxiety and bewilderment, mostly stemming from the increased importance of digital platforms, consumer control, media fragmentation, “free” content, and the waning confidence in the ability of traditional advertising to influence sales.

And while marketers find it increasingly difficult to generate awareness, trial, or loyalty through traditional marcom methods, they’re also struggling with a whole new array of tools.

It’s the mindset, stupid.

The biggest obstacle we’re facing is one of mindset – a one-to-many mindset, where most marketers and ad agencies still believe their job is to deliver commercial messages to large groups of consumers. Because of this mindset, our industry has been slow to adapt or embrace a new mindset, where marcom is something consumers seek out versus avoids.

Can we change?

This is the first in a series of post where I’ll outline my thoughts on where marketing communications is going…or where it should go. My guess is only those who change their mindset now will prosper in the next decade.

Next time: Understanding Brands

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