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Marketing is too short term. People demand more control over their interactions (with each other, with brands, and with media), and for the most part they get what they ask for. But to effectively engage people, especially in an environment socially charged by technology, the only way companies can realistically communicate with individuals is to do so over a longer time frame. But that significantly changes how agencies and marketers use their staff and keep the creative juices flowing. Everything is geared to the campaign — a set of marketing activities created to achieve a goal within a specified (often short) period of time, and then the activities cease.
Thanks for responding to my other comment Re: Visible Technologies.
I think your point above is the most fundamental shift that needs to happen.
It's wonderful to think of marketing in terms of "design". At M80, we have the chance to design and pitch huge brands on creative viral marketing, branded SaaS, and "make tools for your customer" (Nike+, et al) ideas all the time.
The entire staff here is of "Net native" age and I don't think hardly anyone thinks of their pitches/ideas in terms of "design" (vs. "campaign"). These things just "make sense." It's innate.
It's unfortunate that said pitches only make it to the trigger-pullers a few weeks before they need to launch (and then are scheduled to go "offline" shortly thereafter). This process could change soon, though. I say this because, from what I can discern, most brands/marketers really want feedback, even more than results, at this stage.
Have you ever heard of M80? It's a WPP agency.
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Excellent read, I just passed this onto a colleague who was doing a little research on that. Andhe actually bought me lunch because I found it for him smile So let me rephrase that.
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