The commoditization of marketing

Trust in digital advertising has never been so low. As a global industry, advertising is now considered to be the less trustworthy, coming after the likes of banking, energy, and telecoms.

This is nothing new.

Gary Vaynerchuk is right when he says that marketers ruin everything. His point is simple. It happened with TV, radio, mail, magazines, newspapers, internet, e-mail, and it is now happening with Facebook, LinkedIn, Twitter, Snapchat. When a marketer finds that the attention of the audience is somewhere, millions will follow, and soon (with TV, radio and magazines it took decades, but now it’s faster) people will veer somewhere else. The chase resets, and this process is never ending.

I would actually go as far as saying that it’s not only marketers. As human beings, we have the tendency to repeat what worked yesterday, to emulate success wherever we see it, to go down beaten paths.

Gary Vee says that this is inevitable, that there is no way out of this downward spiral. He might be right, yet I believe he would agree that there is a huge value in leading rather than following, in going after the niche rather than the mass, in finding your own unique way of doing things rather than copy-pasting what others have done infinite times.

Because after all, what really makes people shut down and move on to the next thing is the race to the bottom, designing for the lowest common architecture, dumbing things down to reach the maximum result with the minimal effort.

Art has never driven people away. And marketing, if done well, is art. It might not be for everybody, and that is perfectly fine.

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