Change in Marketing Part II - Pain & Progress vs. Comfort & Failure

In my last post I asked why agencies and clients are asking about the risks of new media rather than asking what the risks of NOT being in these media are? The answer is simple - old media isn't measurable and new media is. In automotive, 200 TRPs or a full page can be bought and other than anecdotal accounts, no one will know if it ever worked. The real "problem" with new media, from the web to mobile phone marketing is that it is measurable. Agencies will tell you they welcome measurability with open arms - so why the constant recommendation of non-measurable media?

Imagine you've lived alone in a cave all your life and according to you, you're a world-class painter. All of a sudden, an earthquake happens, your cave breaks open and you're surrounded by hundreds of other artists who have been competing against each other all their lives. Are you scared you're not as good as you always thought you were? Heck yes! You're petrified. After all, what are the chances that you actually are world-class when you've never seen anyone else's art?

Well, the earthquake has happened and it's the empowered consumer who can edit advertising out of their content, create and rate their own content and blog about your product. So, now you're exposed. You will be measured and compared. The question isn't whether or not you should take risks - you have to. The question is with whom you will take the risks. Size up your partner and your team wisely, for those who have measured before and welcome it will likely be the ones to produce the best work in the future.