If it’s not obvious by now, we’re in an environment of utter turmoil and revolution.
Think victory at sea with waves and wind chop creating massive swells with peaks and troughs of ominous proportions. Think Bethlehem steel workers in the 70’s. Typesetters in the 80’s. Travel Agents in the 90’s. GM/Chrysler UAW workers today. Upheaval is the order of the day.
In an environment where business and marketing complexity are rising, expectations for measurable ROI is accelerating and compensation for services is on the exact opposite trajectory, providers of marketing communications services need to address the economic reality of the day: The more you invest in technology, and the more you learn, the less you make.
So as these interesting, pressing and unresolved trends continue to unfold, I offer these 12 guiding principles of marketing for the new world order.