Marketing’s demise in the digital age — Chris Nawrocki // Heur

Show Notes

• 02:09
  Digital medias effect on marketing

  Digital media has shifted marketing to instant gratification through paid media and a focus on the middle and bottom of the sales funnel. However, recent updates limiting the ability to send mass media, raise questions about whether this approach aligns with the essence of marketing.
• 06:38
  The difference between marketing and digital advertising

  Digital advertising specifically targets the middle and bottom of the sales funnel to convert intent into cash, but doesnt focus on brand. On the other hand, marketing involves a holistic view of an addressable market, and the development of strategies to capture and grow market share.
• 08:45
  Why marketers are neglecting brand building activities

  Businesses are neglecting brand-building activities because they don't drive direct sales and due to the tight economic situation. So, though branding is crucial for building awareness, presence, and demand, its the first thing to go during tough economic times.
• 11:09
  The impact of marketing analytics and its contribution to the current challenges

  Many marketers lack a fundamental understanding of attribution, relying heavily on last-click attribution. The overemphasis on attributing direct results has hindered the industry's ability to recognize the holistic effectiveness of brand building and creating awareness.
• 13:33
  Balancing investments in brand and digital advertising

  This involves adopting a holistic, multi-channel approach to understand the factors driving growth. By focusing on increasing brand traffic and leveraging data-driven insights, marketers can identify opportunities to facilitate growth across different channels.