Anyone with a smartphone can now reach millions, but not everyone understands the strategic thinking that should support effective communication. So how can advertising, social media, public relations, media, or any communication trends be professionally practiced if marketing basics are not well understood? Roger Halaby, CEO of The Hanging Gardens Agency, has a strong view on this.
In today's fast-paced digital landscape, the world of marketing and communication is evolving at breakneck speed. Social media platforms are transforming overnight, artificial intelligence supporting the reshape of advertising strategies, and public relations navigate an ever-shifting media ecosystem. Yet, among this tornado of innovation, a critical glitch threatens the very foundation of these industries: the diminution of fundamental marketing knowledge and mindset.
As we race forward into an era of hyper-targeted ads, viral TikTok campaigns, and AI-driven content creation, a troubling question comes into sight: How can advertising, social media, public relations, media, or any communication trends be professionally practiced if marketing basics are not well understood?
Moreover, what happens when the essential marketing mindset – encompassing creativity, market needs, consumer behavior, conceptualization, and methodology is absent or underdeveloped?
The origin of this crisis is multifaceted. The rapid pace of technological change has created a sense of urgency to adopt new tools and platforms, often at the expense of building a solid marketing foundation.
Young professionals entering the field may be wizards at creating the perfect Instagram story but lack understanding of core principles like target audience, market segmentation, unique selling proposition, or brand positioning, or, or, or...
Secondly, the democratization of content creation and distribution has blurred the lines between professional marketers and amateurs. While this has brought fresh perspectives and innovation, it has also led to a dilution of marketing expertise.
Anyone with a smartphone can now reach millions, but not everyone understands the strategic thinking that should suport effective communication. As marketing guru Seth Godin points out in his book "This Is Marketing", marketing is about making change happen, which requires a deep understanding of human psychology and societal trends.
The aftereffect of this knowledge gap can be devastating for businesses and communication professionals alike.
Without a solid grasp of marketing basics, concept creation, market research and consumer behavior, campaigns risk missing their target audience entirely or failing to resonate with their needs and desires.
This echoes the warnings of Theodore Levitt in his classic Harvard Business Review article "Marketing Myopia", where he argued that businesses often fail due to a narrow, product-oriented focus rather than a broader, customer-centric approach.
A focus on quick wins and viral moments often comes at the expense of building long-term brand equity and customer relationships. Lack of understanding in marketing methodologies can lead to improper goal-setting and inability to accurately measure campaign success.
Addressing this crisis requires a concerted effort from all stakeholders in the marketing and communication ecosystem.
Academic institutions must evolve their curriculum to balance timeless marketing principles with cutting-edge practices. This might involve closer collaboration with industry professionals, real-world project work, and a greater emphasis on creativity, conceptulazation, adaptability and critical thinking skills.
As Philip Kotler and Gary Armstrong argue in "Principles of Marketing" marketing education should prepare students not just for today's challenges but for tomorrow's as well. Veteran marketers and communication professionals have a responsibility to mentor the next generation, sharing not just technical skills but the strategic thinking and creativity that form the foundation of effective marketing.
As we look to the future, it's clear that the most successful marketers and communicators will be those who can flawlessly blend innovative techniques with solid marketing fundamentals. This approach will be essential in navigating the challenges and opportunities that lie ahead. As artificial intelligence is supporting on routine marketing tasks, human marketers must leverage their creativity and strategic thinking to add value that machines cannot replicate. With increasing demand on data collection and usage, marketers with a strong professional foundation will be better equipped to navigate complex regulatory landscapes.
The glitch in today's marketing and communication field is not impossible, but addressing it requires a renewed commitment to marketing fundamentals.
By cultivating a true marketing mindset, one that values creativity, understands market needs, appreciates consumer behavior, excels at conceptualization, applies correct adaptations, and masters methodology, professionals can ensure that they're not just riding the waves of change but steering the ship.
As we stand at this critical juncture, the choice is clear: we can either allow the foundations of marketing to decompose, leaving us mistaken in a sea of fleeting trends, or we can recommit to building a solid base of knowledge and skills that will serve us, brands, and clients well no matter what technological disruptions lie ahead.
The future of marketing and communication belongs to those who can onboard the power of innovation while remaining grounded in timeless principles. By bridging this gap, we can ensure that our industry not only survives but evolves in the face of constant change, breeding a new generation of marketing intellects delivering value to businesses and meaningful experiences to consumers for generations to come.
