What’s Changed with
COVID-19? Workstyles have been
forcibly altered under lockdowns that have been in place in the U.S. for many
weeks now (and elsewhere in the world as well). I’ve taken note of some of the
major changes that have occurred since.
A 1972½ Datsun 620
pickup was my first car (not this actual truck, but it's twin). I bought it in 1977 for $1,295. It was a little
battered with a dented passenger side front fender, a badly scraped bed, and a
saggy and bent rear bumper.
The communication that marketing professionals create in the B2B world is often labelled “fluff”: content of no true consequence to steely-eyed business people who are savvy enough to recognize and shunt aside such B.S. as they focus unerringly on “hard facts.” (At least, that’s what they want us to think.) But I’ll give you two reasons why that statement is fallacious.
I was raised in the rural American South and Midwest as the elder son of a pastor of churches affiliated with the Southern Baptist Convention (SBC). The 1960’s and 70’s as I remember them were very different times and filled with very different places from the world as I experience it today. And sometimes it’s staggering to consider how much things have changed. While I enjoy the present with its once unimaginable opportunities, advances and challenges — cultural, social, and technological — it’s sometimes fun to remember how different things were, and just how impermeable and enduring that world once seemed to my youthful mind.
I remember when Integrated Marketing Communications was a big thing. Today, it may not be dead, but it's buried beneath an avalanche of content marketing, revenue marketing, account based marketing... I could go on. Instead, let's consider what's happened to the marketing practice that once spawned libraries of books. Or, put another way, why do marketers no longer want to be known as IMC experts vs. experts in content marketing or account-based marketing or (insert even trendier terminology here)?