Improving the Image of Marketing

Why People Hate Marketing

The way we live has changed, including the hours/where we work, our use of the internet, how we learn about products, the buying process and more. Marketers need to adapt. People have many more demands on their time. On top of that, digital video recorders, caller ID, spam filters and other technology make it difficult to get the attention of buyers. Customers are in control and 70% of the buying process happens before consumers engage with sales (Revenue Disruption by Phil Fernandez). No one wakes up and says I want to see an ad. But marketers wake up and say “Let’s make an ad”.

As a result, we need to change the way we market. The old marketing playbook is broken and cold calling, email blasts, traditional advertising and direct mail aren’t as effective anymore. There are 221 million people on the national do not call registry, 44% of direct mail is never opened, 91% have unsubscribed from opt-in marketing emails and 86% skip television ads. The world has changed so we have to evolve.

We are still marketing to people like it is the 1970s. Kevin Daum writes: “We marketers have to take responsibility. We inundate the public with print and electronic media, screaming at them to Buy! Buy! Buy! We have created a general malaise of marketing fatigue.” There are three reasons most people hate marketers and opportunities to change our approach.