If you’ve worked in marketing, you have certainly experienced assembly line marketing.
That feeling all you are doing is repetition, with no real purpose or strategy, focusing on finding new ways to say old things that lost their effect long ago. Nobody really asking how you would go about solving the problem, and when finally somebody does, they also make it very clear that the urgency of the end of the month, end of the quarter, end of the year does not allow for any approach but the known, trite one.
It is a sad feeling, it’s the reason why marketers have a bad reputation, it is the place where product-focused marketing blooms. Because of course, what else should you talk about when that’s all you know and the next campaign is launching tomorrow among unrealistic expectations?
But in addition to what most of that article suggests, assembly line marketing often starts within the marketing department itself. It might still be due to external pressures, and yet assembly line marketing is a way for marketing heads and leads to keep their people busy, to avoid answering important questions, to give the impression that everyone is working hard, and eventually to keep their job.
There is a huge need for a better marketing culture, for a deeper understanding of what marketing is and can achieve. Real marketing touches hearts and builds relationships, but it takes time to plan, execute and grow. Yet, once it’s established, it cannot be unlearned or abandoned, because it’s the difference between aimless growth and change.