Leaky buckets

There’s an interesting shift happening in marketing right now. In fact, it’s been going on for some time. Yet, it’s so subtle that you might have missed it.

This shit has nothing to do with technology. It has little to do with advertising. It has everything to do with human nature.

You see, human beings are good at spotting marketing content. And when we do, we react quickly. We pass. 

This is bad news for the marketer.

The marketer who thinks and acts like a marketer ends up pouring money into a leaky bucket. 

The alternative is to embrace an approach that is here to stay--to adapt to the shift. After all, adaptation is critical to survival. This alternative method is a bridge between old marketing and new marketing. It’s not going anywhere anytime soon.

So, what is this alternative I speak of? Have you noticed how some content morph into a natural form and stand well on their own, marketing aside? Some call it native content. Yet, this is only the first step in a comprehensive change that will likely replace all other ineffective forms of marketing.