I’m sure you’ve all noticed. LinkedIn is becoming overwhelmed with “discussions” about issues that were either settled decades ago (e.g, “Can Women Manage as Well as Men?” Really? This is what we need to spend our time discussing?). Or discussions that should embarrass a freshman marketing student (e.g., “How Can I Get Ideas for My Blog?”). Blogs and articles abound on the minutiae of techniques and mechanisms or ponder the very profound questions of whether this element or that of marketing should be elevated to C Suite status. (Do we need a Chief Social Media Officer? Do we need a Chief Marketing Technology Officer?)
There is a mania for grasping each new mechanism, tool, or customer outreach approach as if it represents the answers to all revenue prayers. And with each new, unthinking, rush to embrace each new area, to make it a marketing specialty, marketing actually gets further away from understanding the whole marketplace, the real world context in which customers make choices.
This is a disaster for business.