Will traditional marketers ever understand online

Those people who adopt a technology, product or even philosophy have long been identified as early adopters. It's one of those things that's taught in Marketing 101. The early adopters are the first ones to try it, represent a small group of people and generally are considered influencers that the rest of us follow.

Traditional marketers seem yet to embrace the changes that are not only happening in our discipline but also our society. Back in 2000, right after the dot com bust, there were many people who were publicly saying that the internet was a fad. Now days most traditional marketers give it lip service but don't really embrace it. I've encountered my fair share of traditional marketers or public relations experts who feel that the internet or digital solutions are a "channel". They treat it as such not wanting to take the time to understand how their particular audience uses the medium or will in the near future.

I don't think I have to tell anyone who reads this blog how wrong that way of thinking is. What I do wonder, however, is when that way of thinking will stop being part of traditional firms. I think now that most traditional marketers give the changes that the internet has brought to the discipline lip service. To not do so would make them look asleep at the wheel. When the rubber meets the road however, there is still a LOT of these marketers that treat it as a channel. They're not really interested in how relationships are forming online, how early adopters can predict the ways that their audience will behave in the future and how to take advantage of that now. For the most part, they just want a simple tactic or advertising campaign that will complement (but not extend) the offline campaign.

It makes me wonder how much longer these types of firms can hold on to talent. Just like Yahoo! and Microsoft didn't foresee what Google would do, will there be a new type of company that will attract talent and provide a new way for companies to  provide marketing. Or will there be a company or agency that can transform itself?  - Paul Herring

(image courtesy of www.marketinginprogress.com/)

Comments

[Tom Kasperski]

Traditional marketers are lead by the nose by traditional agencies who see the Internet as a broadcast media. These agencies all claim to have interactive capabilities, but in reality, they haven't a clue about how people actually use the Internet.

[jon burg]

Traditional marketing and "new" marketing aren't truly different, it is just a matter of adapting to a new dynamic.

Many traditional marketers are stuck in their own bubble, unable to rethink lessons long learned in the face of a new dynamic.

However, form doesn't always equal function.

A smart marketer with a traditional marketing background can easily transition to digital, so long as he or she is prepared to rethink lessons long taken for granted.

[Craig Wilson]

Cam, I think that a lot of traditional marketers will resist as long as possible, just as most traditional media are. Its hard to accept the world is changing around you when you have invested so much in building the old reality.

The current economic crisis may force change however. I believe we are about to see a lot of the traditional models topple and new thinkers rise up. Its been bubbling away for a while, but the economy may the the last straw.