What’s Hot in Marketing and Advertising Today?
August 10th, 2006 by Bob Bly
A colleague recently asked me, “What’s hot in advertising and marketing today … what’s the latest and greatest?”
He gave “buzz marketing” as an example — but I told him that was already old news. Still relevant and real, but not the flavor of the week.
We also rejected “integrated marketing” (big in corporate marcom) as too old and dull — and “grass roots” marketing because most people don’t really understand what it means.
So let me ask all you smart marketers who read this blog: what’s hot, new, big, and exciting in marketing, advertising, and PR today?
This entry was posted on Thursday, August 10th, 2006 at 10:39 am and is filed under General. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.
August 10th, 2006 at 10:56 am
Community is hot.
Take a small retailer in Tribeca, NYC called Trunkt. They’ve taken their small store that sell stuff from small designers and created a whole online community around a David vs Goliath fight in retail and design… it helps them sell more stuff.
http://www.trunkt.org
August 10th, 2006 at 12:11 pm
I think there are two very hot items today. In the business-to-business world it is white papers.
In the consumer world (and picking up speed in business circles) is podcasting.
There is some interesting research on white papers and podcasting that I have covered on my blog here:
http://www.writingwhitepapers.com/blog/category/podcasts/
Mike
August 11th, 2006 at 8:38 am
Search Engine Optimization just continues to gain speed. I think that along with the previously mentioned podcasting are the most popular topics right now.
August 12th, 2006 at 5:34 pm
Advertising that’s tied to custom Web landing pages and highly granular reporting on the back-end is pretty hot. Promotions and user actions on the landing page are critical, of course, for gathering success/fail data.
I’m doing hybrid case studies/white papers with some of my customers. They combine education and technical explanation with customer examples. Good white papers should be doing this already, but most don’t and come off very dry/boring.
August 13th, 2006 at 1:11 pm
Value-driven interactions are a play off collaboration and community. It’s all about participation and exchange. Companies have to provide value in exchange for prospect information and the permission to build relationships. But, the question is, once you have the information, how actionable is it? CRM and Demand Generation alone provide tons of information, but the need to use more than contact information to gain the edge in streamlining processes is something that needs to be addressed.
August 16th, 2006 at 8:27 am
I agree with Frank — community is hot. Community being blogs, forums, and social networking. SEO — I’m not sure about. It gets alot of play but only because people haven’t been paying attention. It’s a tactic that’s been around for years.
August 16th, 2006 at 11:09 am
DH: Is there perhaps a specific TECHNIQUE in SEO that is new or that people need to know about? For instance, there seems not to be a consensus on keyword density or even whether it matters.
August 17th, 2006 at 6:30 am
People get bogged down in things like keyword density. It’s content, content, content. You can have optimal “density” but if your site is brochureware, it’s not going to get found (you really don’t have anything to optimize), it doesn’t generate links, and it doesn’t convert visitors into leads.
August 20th, 2006 at 7:14 pm
[…] https://www.bly.com/blog/?p=191 – What’s hot in advertising and marketing today? […]
August 20th, 2006 at 10:11 pm
Dear Bob:
Get ready for mobile: Podcasting, IM, B to M (mobile). Time-shifted, market of one, individual preference. Build your preference bank and send targeted ad which will not intrude but will be welcomed.
steve Markowski
August 29th, 2006 at 2:52 pm
Great question. I love the replies so far.
IMHO, the problem with what’s “hot, new, big, and exciting”, is that there’s too much too fast. It takes a while for the lay-person to (a) catch on that there is a ‘new and improved’ marketing technique that their competition may be using, (b) be convinced that the time and money is worth investing, and (c) learn how to use it and spend the time/money to set it up.
In and of itself, the concept behind these “hot, new, big, and exciting” techniques increase leverage — that is, to reach as many people as possible, in the shortest amount of time, for smallest amount of work.
Maybe I’m being simplistic and old fashioned when I say that it seems that we (business owners) are growing more concerned with keeping up with the latest and greatest, and losing sight of the simpler things in life (well, business) — everyday relationship/trust building. What ever happened to picking up the phone to find out how things are going? Have you sent a card to your best/favorite client to let them know how much you appreciate their business? You know the rest…
While I’ll be the first to advocate ‘leveraged marketing’ techniques, especially those mentioned so far, I fear that most new entrepreneurs are not getting the importance of grass-root marketing techniques most of us have built our businesses on, the ones that are designed to keep you in touch with your clients and prospects on a more personal level.
I guess what I’m trying to say is that I’m probably one of those lay-people I referred to earlier, and all these fancy-schmancy techniques are scaring me to death…
September 13th, 2006 at 6:12 pm
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