By Victor Guerra (@warvictorious)
Ask these questions to some kids and compare their answers to yours.
In 2000, “prime-time” TV content was mandatory topic of conversation next day. Today, while traditional TV viewing rates are still high, there is evidence that TV is loosing track with younger audiences: 18-24 year-olds in 2014 are viewing less TV year-over-year in almost 12%!
Don’t get me wrong, TV is still important and far to be dead; but it has lost its sovereignty with youth.
On the contrary, Marketing theory (books, business cases, seminars, etc.) as well as many agencies and marketing departments are still operating as they were 15 years ago.
If you studied marketing 10 years ago, you learned it from an environment were:
- Facebook had 1 million monthly users (versus 1.23 billion in 2013)
- There was no Twitter, no flickr, no Spotify, no foursquare, no Instagram, no Google+, no Pinterest, no Vine.
- Google did not own YouTube, it was an start-up from 3 former PayPal’s employees.
My own experience
In 1999, I worked for the first time in a web page. It was a very strange meeting: A couple of guys from IT, and two external folks looking at each other (a photograph and a designer). The challenge: To build a website for a national soccer tournament sponsored by us. It was very time-consuming and frustrating to take care of every single detail while page-visits were insignificant compared with our media’s ratings.
Ten years later, working as the head of a Market Research team, one young associate came by and proposed an experiment. She would create a fictional personal page in Facebook with a very specific profile to attract our brand’s target audience, and would use it to understand these people’s lives, values and dreams. It was an awesome project! We were able to start conversations and to find insights for advertising campaigns and promotions. This time there were researchers, advertisers and brand managers behind the effort.
The speed of change in this topic, and the clutter of information about it online can certainly overwhelm anyone. And while you can and should learn by doing it yourself, being a marketing professional requires learning from the experts themselves.
That is why I enrolled in McGill’s School of Continued Education. #CBUS111
What are you doing to update your knowledge?