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Famous
Marketing Campaigns
by Adam J. Ziglar
When
you study famous marketing campaigns from the past, everything
looks so simple. All you need is a good marketing slogan, a concerted
push, and a little bit of luck. Don't get me wrong – some of
the golden age of marketing campaign work was pretty impressive.
Those marketing executives were blazing new territory, pushing the
limits, and redefining things for years to come. Nevertheless, things
have gotten much harder for those of us in the industry. I'm not
complaining, and I love my job, but marketing strategy is harder
than ever.
The basic difficulty that all marketing campaigns eventually run into
is that people are tired of having things sold to them. Many of the
classical principles of marketing, such as brand loyalty and niche
marketing, still hold. If you can get people to love your product and
to identify it as an alternative to the main competitors, you can usually
keep your consumers. Nevertheless, with every other detail of a marketing
campaign, things have changed radically.
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This is why viral marketing campaigns, guerrilla marketing, and other
unorthodox strategies have become commonplace nowadays. It isn't that
marketing agencies are so cutting edge and creative. Rather, the consumers
are cynical and skeptical. As a matter of fact, the most successful
marketing campaigns nowadays are specifically anti-consumer. They ironically
play off consumer disillusionment and disgust with marketing and advertising,
taking the part of the bored and frustrated consumer while at the same
time selling them something.
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There
is, however, a ray of sunlight in all of this darkness. Back in the
day, well connected marketing agencies had it all. You could keep
the same clients for years and years provided you could ensure sales.
Nowadays, however, most producers demand more from their marketing
campaigns. Smaller companies with fresher, less conventional ideas
are doing better while many of the big firms are seeing a continuous
decline in business. I won't lie to you – the
big boys still own most of the game. The major difference is that
there is room for smaller players as well. A lot of industries even turn to do-it-yourself marketing nowadays.
With a little bit of computer skill, you can employ Internet marketing
without ever having to hire an expert, and do very well at it too!
It is easier than ever before to get into the advertising and marketing
game, but it is harder than ever to keep what you earn.
Adam J.
Ziglar is a regular contributor to Dontcha
Want Business Articles. Adam also
teaches less fortunate children music theory in his spare time and plays
marimba in a jazz trio weekends in a local club. |
