Bentley College Marketing- Honors

This blog is for MK 402-H01 and the greater Bentley College population.

Monday, April 24, 2006

2006 not 1976

Mike Wagner has been blogging up a storm recently over at “Own Your Brand,” and this week I have decided to focus on a blog posted on April 12th titled, “Sherman, Set the Date for 2006!” In this posting, Wagner expresses his frustration with organization who “are stuck back in 1976 when it comes to understanding brands, markets and advertising.” He comments on heavy emphasis on things like names, logos, and taglines which he describes as being part of a “broadcast” world, one in which we no longer occupy. Wagner describes some of the following symptoms of such out of date advertising techniques (just a sampling):

“People zoning out on their sales monologues but engaging in marketplace conversations called blogs”


“People yawning at their “better mousetrap” pitch, but “lighting up” when they hear a creative and passionate story about their people, their company or their vision of a better world”


“People tired of the “same old” and looking for something different”

The aspect of this blog that makes it marketing related is its reference to advertising and marketing practices and the methods that companies are using to reach their target audience: a (if not THE) core function of marketing.

Wagner takes his ideas and attempts to inform marketing that there has been oversight in methods of communicating to customers. Wagner essentially challenges marketers to overcome the traditional mold that many advertisements and customer communication methods have taken on and become creative and adapt to the ever changing consumer to reach them new and innovative ways. In addition, Wagner also attempts to point out a new method of customer communications (well known to our class of course!): blogs. By simply pointing out this method of communication, Wagner is informing marketing of a new possibility for marketing and advertising techniques and methods to reach customers. It is at this point in time, however, that I would also like to incorporate my critique of this blog! Clearly, those who come across and read Wagner’s posting on this topic are well aware and are actively invested in the process of reading blogs, if not personally blogging themselves. While I fully support Wagner’s attempt to actively inform marketing by providing an example (he does provide other examples but I am choosing to pick on this one) I believe he could have chosen an example that may still have the potential to reach his reading audience. Even though a person is reading a blog, they could still be stuck in traditional and out of date marketing principles when communicating with their clients in other areas.

An additional informative aspect of this blog is its mention of the non-existence of a "broadcast" world. I believe this is an important concept to comprehend, one that I am beginning to comprehend as well. In a presentation made by Caitlin, she discussed the transition to narrowcasting and the ability of individuals to choose to a greater extent the media and types of media they are exposed to. This paradigm shift further reinforces Wagner's point regarding keeping up to date and creative with marketing techniques and reaching people in the new ways in which they are searching for and acquiring information as well.

Finally, this blog improves my understanding of marketing by providing additional reinforcement of the need to evolve with customers, not as much in terms of product innovation, but in the innovation of how a company communicates with its clients. This blog also further solidified my understanding of the previously discussed concept of the shift from broadcasting to narrowcasting.

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