Attribution is Dying. Clicks are Dying. Marketing is Going Back to the 20th Century.
Welcome to another edition of 5-Minute Whiteboards. And folks, we’ve got a doozy of a topic. Yes, I’m being intentionally provocative. But it’s because things really have changed in the last decade, yet too many of us are still asked to invest in marketing as though it’s 2014.
In just seven minutes, I’m going to try to change your mind about how marketing works in 2024 (and doesn’t), and the hard conversation we need to have with the C-suite, clients, team members, and those who believe every sale can be perfectly attributed to all the marketing channels and tactics that contributed. I’m also trying out a “digital” whiteboard format that’s likely to be my go to for the next few episodes (it’s easier to read, and the graphics can be embedded/shared with less friction). Let me know what you think of this format in the comments đ
Well, marketing friends, we gotta have a serious talk. Because the way we’ve done marketing for the last twenty years is ending. I’m serious. I believe that Rand in 2010 would have told you that digital marketing was all about being able to track every view and every click, so that when conversions happened, we could perfectly attribute them, is wrong today. Back then, we could say: “Oh, this piece of content, this advertisement, this PR investment, this word-of-mouth effort is worthwhile because it turned into this trackable, perfectly attributable series of events in our analytics.”
