Avinash Kaushik, whom I have an enormous amount of respect for as a marketer, a speaker and an educator, has posted a summary of a new framework for digital marketing strategy and measurement. It’s great. Superb. Perfect, and unequivocally right. A conjunction of all of the content marketing, RCS and inbound philosophies into an elegant model.
However, it’s just unachievable. Real companies are almost invariably too incapable, dull, culturally stagnant or simply inept to even aspire to this kind of thinking, and in lieu of this are exclusively interested in short-cuts, marketing hacks and quick wins – and of course, the career amplification of the individuals who ride the short-lived waves of success that these tactics deliver.
This is a vision of a type of thinking which will always, and only ever, be limited to the tiny minority of agile, entrepreneurial organisations who bake ‘inbound’ thinking right into the core of their business model. You can’t adapt an existing organisation to think or act like this, and those who don’t ‘get it’ simply *cannot* be educated beyond their last-click-only, channel-centric, organisationally- and departmentally-segmented thinking; no matter how much you try. Companies with a distributed call centre, marketing team, management level and product experts who aren’t already culturally intertwined and focused on a customer centric model invariably find it impossible to integrate to the level required to demonstrate a cohesive understanding of customer needs, and to act on it as part of this model.
It’s a sad thing that, with the formula for perfect, effective, commercially lucrative marketing sat *right here*, that human beings and the structures they create are so ludicrously rigid and fearful of the unknown that this will only ever be realised by the people who already get – and do it – already.
Digital Marketing, then, is as good as it’s going to get, and all that will happen in the coming decades is that the difference between good and bad will widen. The age of the entrepreneur which we’re so desperately trying to live in depends on a much higher level of thinking and behaviour than our short-sightedness generally allows for.