Wild West of Marketing

As an American, I have grown up idealizing the dream of the American Western Frontier. The endless opportunity for land, gold, and of course a few train robberies here and there. Riding out on the sunset, with a poncho, gun, and grit to create an American dream. Recently, it dawned on me that we are currently within an expansion and exploration, however, it' no longer land but with the advance of technology.

I am by no means an engineer nor do I wish to become one. I am however a person that has been in marketing for small to medium size businesses for years. I have seen the good, the bad, & the ugly watching how quickly a business must adapt to the demands of consumers without guidance, time or expertise and it ain't always pretty.

Years back investing in advertising was simpler with few options to choose from. You merely had to take into account what you were looking to achieve. Promoting a sale or grand opening, easily contact a local newspaper, tv, or radio station and were pretty much set to raise awareness. Ensure that you were easily found for customers that are ready to buy, simply call your local phone book company and 'YA, your phone rings.  Need to remind customers of who you are that's easy send out some direct mail pieces or solidify your brand through billboards.

Today we are lead to believe that it's not that simple but it can be. Where the major confusion lies is with the land grab or should I say traditional media reallocation spend. Traditional media outlets no longer have the stronghold on how consumers information is feed, we the consumer dictate it. Furthermore to increase the confusion everyone and their brother can now do it from your local TV station, Phone Book Company, Small Start-Up, or yes, even your cousin.

It's a beautiful thing right, we get to dictate it and control it. Well, I say darn right it is but remember it really can be similar to simpler times. The methodology behind advertising hasn't changed, only the medium. We are increasing our rate of communication but our instincts and human emotions remain intact. People still buy from brands and companies they identify with.

In short, don't be fooled by the opportunity to prospect for gold. Stay true to your message and find a valued partner to promote your business, whether it be your cousin, startup, or traditional media outlet because in truth we can all share your message on the same digital platforms. The only difference is whether or not they understand your meaning and if they have your back during a saloon shootout.