Marketing is far too precious to leave to the marketing department.

IMHO if you trace traditional marketing back through the years there has been one common factor – we, the public, were forced to watch/read the advertising.

Go back 2000 odd years and the only books you could get to read, were written by Monks. Monks, with their pious nature, will not be singing the praises of “Cillit Bang”, but of religion – that is why The Catholic Church is one of the biggest blue-chips.

The Catholic Church realized the power of targeted advertising back then. We, as a people, had no choice but to read their book’s as they were all we had (if we could even read, that is).

The same could be said of Radio and TV or even billboards. Up until the advent of the internet and subsequently the web, all we had was Radio and TV, which meant that they (the marketers) knew when we were watching or listening. All the needed to do was slot in an advert – the more targeted the better.

The trouble with that is all the other marketers are doing the same with a similar product.

So the battle commenced – who can shout the loudest = who had the largest marketing spend!

This does not work on the web. The difference is, we have a choice.

The web changes the method of marketing. Instead of them invading our world, the web gives us the ability to choose to invade theirs if we want.

It’s a subtle change but it’s extremely powerful non the less. That’s where Social media comes in.

Instead of being a one way channel, it’s a two way channel of interaction and engagement.

So instead of “who can shout the loudest” and sell something that we (the public probably don’t need) it’s “who can interact” in the most authentic, valuable, consistent and pro-active way.

The former sells us stuff we don’t need the latter sells us stuff we want because we told them.

Social media give us the ability to know the person first, like them, then follow them – and providing they have exercised Authenticity and Consistency then we will buy from them.

This is a much better way of choice – isn’t it?

Marketeers need to understand that business and the way people interact is changing at a rapid pace.

Things are not the same as 2 years ago let alone 2000! This video shows the pace of change. It also shows the irrelevance of traditional marketing methods.

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