Yesterday, a friend of mine asked me what I thought “the industry was like at the moment”. I took a sharp intake of breath for a few seconds before the outgoing rant began. “How long have you got?”, I started.
We reminisced how marketing used to be a bit of an art. A craft, a masterpiece, honed by those who understood the power of a well-placed word, the elegance of a strategic campaign, the nuance of timing and audience.
But we are all sitting here in 2024 and that bar is much lower to simply execute “marketing” – and anyone with a few dollars and an internet connection can call themselves a marketer.
It’s never been easier and the bar never lower to start sending out messages to “targeted audiences”.
With tools like Mailchimp, Canva, Hubspot, Hootsuite, Typeform, Unbounce, GA4, Adwords, ChatGPT (to name just one Gen-AI), and monolith platforms like Meta, Google and TikTok… reaching millions has never been easier—or more hollow.
But in the rush to send the next email, to hit that ‘Boost Post’ button, to chase the next viral trend, something critical has been lost…
Quality.
Authenticity.
The ability to truly connect.
The bar has been lowered, and the result is noise. A relentless, deafening noise where effective marketing struggles to be heard amidst the noise of just blah and bland “content”.
I 100% believe in raising that bar, and making marketing just that little bit more meaningful again.
Because when everyone’s a marketer, no one is.
— until someone dares to stand above the crowd.
What do you reckon? Are we at the lowest peak of “marketing” right now, or on the cusp of creativity for the masses?
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What is the Marketing industry like in 2024?
