Want to learn all about the effective integration of traditional and digital marketing and how to solve the problems in modern marketing? I have debuted my new biweekly marketing column named “The Promotion Fix” at The Drum:
The entire marketing industry needs really good editors
The internet and mobile devices have made it easy to produce cheap media and marketing collateral. The problem is that cheap is almost always bad.
According to the Meaningful Brands survey recently released by the agency group Havas and reported here by The Drum, 60% of the world’s brands create “content” that is absolutely useless. It’s little wonder, then, that the report also found that no one would care if 74% of brands disappeared.
To solve this problem, marketing and creative directors need to view themselves today as editors and gatekeepers who prevent their brands and agencies from producing needless clutter. The entire internet needs a good editor to protect against the cheapness, quick ‘hacks’, and focus on quantity over quality that have all pervaded the digital world since the beginning.
If you have topic ideas, feel free to let me know. In the meantime, here’s the new column!