Over the course of a few months, Vocus interviewed more than two dozen experts and influencers to produce The State of Marketing, a thought leadership series of nine short videos.
This page is home to the entire series, with a new video arriving every Tuesday.
1: The State of Marketing: In today’s digital world, marketing has shifted dramatically. The media system has changed and there is no singular way to broadcast or assume you can communicate with customers at will. Now, marketers have to find unique ways to create meaning for customers using a plethora of tactics, strategies and tools.
2: The Social Context: Most brands continue to struggle with social media. Building a social presence alone is not enough. Can companies listen and engage their brands well enough to develop successful word of mouth and cultivate engaged communities?
3: What Is Marketing? In the Internet era, consumers don’t have to accept mediocre media and products, breaking the traditional marketing model. Today, marketing is about attracting and engaging people with great products and compelling stories, and getting your audience to talk about you.
4: PR Is Marketing! The lines between PR and marketing have completely blurred. Moving forward as part of marketing, PR’s combined mission is building brand and helping corporations achieve all of their functions, from product development to HR.
5: Authenticity Matters: Brands are used to delivering messages, but in today’s digital world where billions of independent social readers exist, marketing requires more. People inherently want a human voice to converse with as part of a brand’s outreach team.
6: Brand Evangelists: Word of mouth now creates trust in brands more effectively than any other marketing method. Brands with evangelical supporters develop third-party validation and are more likely to be trusted sources. In turn, the opinions of colleagues, friends and family members may matter more than any strong advertising campaign.
7: What Is Marketing Success? We often hear about ROI and marketing success but what does that mean? Is it pure and simple numbers? Is it finding opportunity? Strong integration? Or does it mean making your brand a positive force versus a net negative impact on society?
8: Should We Care About Big Data? Big data discussions focus on the enormous amount of information available to businesses thanks to the social web. While adoption is low, the opportunity for companies and nonprofits to serve customers with specific offerings is irresistible. However, doubt remains as to its long-term impact for businesses.
9: The Future of Marketing scares many companies and brands, and with good reason. Media trends shifted so quickly over the past decade that business are still playing catch up. Now with social adoption still continuing, mobile taking over the web, and new technologies like Google Glass and big data upon us, marketers face more change.
We are hugely grateful to our featured experts:
Author Dorie Clark, NYU media guru Jay Rosen, author Jason Falls, IEEE president Karen Bartleson, author Seth Godin, White House Director of Social Innovation Michael Smith, Penton Media VP George Assimakopoulos, Edelman Chicago Managing Director David Armano, MSLGROUP Global Director of Social Media Stephanie Agresta, Author Geoff Livingston, Author C.C. Chapman, 3M Social Media Leader Gregory Gerik, Author Rohit Bhargava, Author Peter Shankman, and Strategist Alan Rosenblatt.