I’m going to both wholeheartedly agree with you while also disagreeing with you. Marketers who’ve gone all in on digital are going to have a bad year. In fact, I would argue that last year was the bad year siren for those who were paying close attention to their data and have been charting the trends over time, this year will just be a rapid revolution based on more of the same. But those who have multi-channel routes to market (including analog) will hold steadier. Integrated marketing has never been more critical and marketers skills beyond just the Promotional P should get a dusting off as they come of the shelf and play with Pricing (powerful, given the state of the world’s finances), Place (even more powerful) and hopefully some good old Product innovation to boot. The market has also shifted. The channels to market are just a component of that.
“last year was the siren" is exactly right, but most missed it because they were optimising the funnel while it shifted underneath them.
where i'd push back is the split i'm describing goes deeper than channel mix. when ai agents start making buying decisions on behalf of humans, the whole promotional toolkit gets cut out of the loop. which makes your point on pricing and place more urgent than ever if ai is filtering options before a human gets involved, you win at the structural level, not the messaging level.
I’m going to both wholeheartedly agree with you while also disagreeing with you. Marketers who’ve gone all in on digital are going to have a bad year. In fact, I would argue that last year was the bad year siren for those who were paying close attention to their data and have been charting the trends over time, this year will just be a rapid revolution based on more of the same. But those who have multi-channel routes to market (including analog) will hold steadier. Integrated marketing has never been more critical and marketers skills beyond just the Promotional P should get a dusting off as they come of the shelf and play with Pricing (powerful, given the state of the world’s finances), Place (even more powerful) and hopefully some good old Product innovation to boot. The market has also shifted. The channels to market are just a component of that.
“last year was the siren" is exactly right, but most missed it because they were optimising the funnel while it shifted underneath them.
where i'd push back is the split i'm describing goes deeper than channel mix. when ai agents start making buying decisions on behalf of humans, the whole promotional toolkit gets cut out of the loop. which makes your point on pricing and place more urgent than ever if ai is filtering options before a human gets involved, you win at the structural level, not the messaging level.
integrated marketers will hold steadier. agreed.
True, although I'm not 100% sold on humans, control freaks that they are, giving all the power to AI quite yet! Maybe one day.