The Immutable Destruction of Marketing
When I started my marketing career at Procter & Gamble in the early 90s, the Marketing department was the focal point of the business, with every other function a satellite of the ‘market-share alchemists’.
In today’s rapidly evolving business landscape, marketing now finds itself in a perpetual identity crisis. Unlike any other profession, it is constantly chasing shadows to justify its existence in modern boardrooms. This relentless pursuit of validation has led to what can be termed the “immutable destruction” of marketing—a gradual erosion of its foundational principles and a dilution of its strategic significance.
The Vanishing Act of the Classical Brand Manager
Back in the 1990s, the role of the Brand Manager was the cornerstone of a successful marketing career. This position was revered and considered foundational for anyone aspiring to make a significant impact in the field of commerce. Not surprising given that its incumbents were amongst the top business graduates from renowned universities. Brand Managers were the custodians of a brand’s identity, responsible for crafting narratives that resonated with consumers and driving strategies that propelled brands to the forefront of their industries.
Fast forward to the 2020s, and this once-coveted role has all but disappeared. Replaced by everyone who has an interest in social media and a fixation with ‘content’. The advent of digital marketing, the emphasis on data analytics, and the shift towards short-term performance metrics have overshadowed the traditional functions of a Brand Manager. Companies now prioritize roles like Growth Hackers or Data Analysts, focusing on immediate results rather than long-term brand building. The decline of the Brand Manager role raises critical questions about the direction in which marketing is heading and whether it is losing touch with its foundational roots.
Without an army of highly talented Brand Managers, today’s Chief Marketing Officer is merely the Captain shifting the deckchairs on the Titanic.
The Incessant Quest for Validation
Marketing departments today are incessantly fixated on justifying their existence to CEOs and CFOs. This fixation stems from a perception that marketing is a cost center rather than a revenue generator. Unlike sales, which has direct and measurable outcomes, marketing often deals with intangible assets like brand equity and customer loyalty, which are harder to quantify.
This need for validation leads to an overemphasis on metrics that can be immediately measured, such as click-through rates or social media likes, at the expense of long-term strategic initiatives. Marketing professionals find themselves in a defensive position, constantly trying to prove their worth instead of confidently driving the brand’s vision. This lack of confidence undermines the department’s ability to assert its value and contributes to its identity crisis.
The Talent Crisis and the Race to the Bottom
Adding to the predicament is a growing talent crisis in global marketing. The barriers to entry have virtually disappeared; with the rise of digital platforms and tools, anyone can claim to be a marketer. This democratization has led to a flood of self-proclaimed experts who may lack a fundamental understanding of marketing principles.
The market is now saturated with individuals offering quick fixes and miracle solutions—modern-day snake oil salesmen targeting unsuspecting clients. This influx dilutes the profession’s credibility and pushes it towards a race to the bottom. Companies may become disillusioned with marketing efforts that fail to deliver, further exacerbating the profession’s struggle to prove its worth.
Credit / Copyright ©️ Tom Fishburne, the Marketoonist
AI: The Catalyst for Adaptation or Extinction
The advent of artificial intelligence presents both a challenge and an opportunity for the marketing profession. On one hand, AI offers tools that can revolutionize how marketers understand and engage with consumers. Predictive analytics, personalized content, and automated customer interactions can enhance efficiency and effectiveness.
On the other hand, AI threatens to automate many traditional marketing functions. If marketers fail to adapt, they risk becoming obsolete as machines take over tasks that once required human insight. The profession stands at a crossroads: adapt by integrating AI and evolving skill sets, or face potential extinction as technology renders traditional roles redundant.
Embracing the Future While Honouring the Past
Marketing’s survival hinges on its ability to reconcile its rich heritage with the demands of the modern business environment. It’s imperative for marketers to reclaim the strategic importance of brand building while embracing technological advancements. This involves investing in continuous learning, upholding ethical standards, and focusing on creating genuine value for both the company and its customers.
The profession must also work towards rebuilding its credibility. This can be achieved by setting higher standards for entry, fostering a culture of accountability, and shifting the narrative from one of self-justification to one of confident contribution. By doing so, marketing can move away from chasing shadows and instead, cast a long-standing influence in boardrooms.
Conclusion
The “immutable destruction” of marketing is not an inevitable fate but a call to action. The profession must introspect and address the factors contributing to its current plight. By understanding why foundational roles have faded, acknowledging the need for internal confidence, addressing the talent crisis, and proactively adapting to technological advancements like AI, marketing can reinvent itself.
It’s time for marketing to stop justifying its existence and start demonstrating its indispensable value. By doing so, it can secure its future and continue to play a pivotal role in shaping business strategies and driving growth in an ever-changing world.
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