The State of Marketing

Are brands drowning in a sea of mediocrity?

Native Advertising, content marketing and other buzzwords have overtaken the marketing world in recent times. Many brands have jumped on the bandwagon and come up with content that is compelling, touching, funny or downright ridiculous, all in pursuit of the almighty "like", "retweet" or "+1".

According to the American Marketing Association marketing is "the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large." In my opinion, a key part of the definition is "offerings that have value" and many brands are losing sight of that and simply creating content and marketing collateral that distract the target audience from the inadequacies of their product or service.

And if they’re taking the route of these trending marketing methods without thinking of the value they’re bringing to their target audience, they will find themselves on a slippery slope.

These trends will come and go, however keep providing value to your audience and your brand will find love in a sea of mediocrity.