Mass Marketing Doesn’t Work Anymore: Marketo CEO

Mass Marketing Doesn’t Work Anymore: Marketo CEO
SHARE
THIS



The future of marketing is not going to be mass marketing. It’s not going to be campaign marketing. It’s going to be engagement marketing.

At least that’s what Phil Fernandez, founder and CEO of ad tech company Marketo stressed to the audience at a breakfast in Sydney on Thursday morning.

The days of interruptive advertising, particularly in the digital space, does not work anymore, he said. “People are tuning us out.

“Everyone knows people are tuning out advertising. If you’re buying advertising and you’re not worried people are tuning it out, then you should probably stop buying the advertising.”

Mass marketing is dead, he said, or at least it’s dying a slow death.

As marketers we have to remember there’s humans involved, it’s not all about the tech and the consumer shouldn’t have to worry about the tech, he said.

Fernandez used the example of Google Cars. Google has been testing out its self-driving cars for a while now. And even though it had a small crash recently, the other tests seem to be rather positive.

Fernandez noted how the consumer has nothing to worry about when it comes to making the car work. They don’t have to move this cable here, put this there. The technology is all done in the background and all the consumer does is input where it wants to do – a technology they most likely already know how to use if they own a smartphone.

And marketing should be the same, he said. Consumers shouldn’t be able to see all the technology behind something, it should just work.

However, a question posed from the audience asked how to deplete the silos in businesses that segment the marketing team and the tech team, especially with more emphasis of marketers having control over the technology.

You need to talk with the facts, responded Fernandez. And sometimes it’s a defensive posture, but he said those silos need to break down between the company.

Too, you can’t go past a ‘future of marketing’ speech without bringing up the Internet of Things (IoT). Fernandez reckoned it’s just going to continue, to the point where he wouldn’t be surprised if digitised pill bottles reminding customers to update their prescription come into play soon.

Everything is soon going to be a place where marketers can target messages to people.

And it means the concept of the ‘customer journey’ is becoming fragmented, to the point where Fernandez noted no one actually knows what the customer is going to do, besides the customer.

It’s a similar notion to what MediaCom said recently. No one customer is going to buy something the same way.

Ultimately, the future of marketing is going to be about relationships, he said.

“We know as human beings know how to be in relationships. Think about everything you ever do in being in a relationship with another human being, and figure out how to do that in a mass digital, mobile, social scale with your customers and prospects over time.

“It’s all about listening.”

Please login with linkedin to comment

Advertising Standards Bureau Choice Hotels Ladbrokes Australia

Latest News

Swinburne University Of Technology And FourthRev Help Students Gain Hands On Digital Skills
  • Marketing

Swinburne University Of Technology And FourthRev Help Students Gain Hands On Digital Skills

Swinburne University of Technology has launched a series of  Bootcamp Graduate Certificate courses, developed in partnership with FourthRev. The courses, an Australian-first, will upskill career changers and provide students the capabilities required to thrive in the digital economy. They are available on-campus and through its online arm, Swinburne Online. Alongside completing projects which will emulate […]

PayPal Partners With Welcome To Country
  • Marketing
  • Media

PayPal Partners With Welcome To Country

PayPal has partnered with Welcome to Country, Australia’s first Indigenous-led not-for-profit marketplace, which showcases businesses that support Aboriginal and Torres Strait Islander communities. Welcome to Country launched in 2019, providing an online platform for Indigenous experience providers across tours, day treks, scenic flights, bush food, festivals, art and cultural experiences. When the pandemic hit, the […]

Former Deputy PM Julie Bishop Now Has Her Own Barbie Doll
  • Marketing

Former Deputy PM Julie Bishop Now Has Her Own Barbie Doll

Former liberal politician and female icon Julie Bishop has further cemented her celebrity status by scoring her very own Barbie doll. According to The Sydney Morning Herald, Barbie creators Mattel, created the Barbie doll in Bishop’s likeness to honour her achievements. Unfortunately, the Julie Bishop Barbie won’t be for sale. Instead, the one-off doll was […]

Digital Marketing Agency Whitehat Debuts New Website
  • Marketing

Digital Marketing Agency Whitehat Debuts New Website

Full-service digital marketing agency Whitehat Agency has launched its new website and branding, with the end-to-end project delivered by its own team of experienced in-house website designers, developers and UX specialists. After a challenging 2020,  Whitehat Agency has experienced a very positive 2021 to date, onboarding nine new clients including The Dog Mum, Handpicked Wines, Compost […]

Fintech Start Up DiviPay Bolster Team With Head Of Accounting
  • Marketing

Fintech Start Up DiviPay Bolster Team With Head Of Accounting

Fast-growing fintech startup DiviPay has announced the appointment of one of Australia’s most influential and reputable public figures in the accounting world, Trent McLaren, as its head of accounting. The move will enable Divipay to expand its reach into the accounting industry, with the aim of growing its business customer base. DiviPay, Australia’s first virtual […]

Adhesive Wins PR For Domain Group
  • Marketing

Adhesive Wins PR For Domain Group

Independent agency Adhesive has been appointed the public relations agency of record in Australia for the Domain Group, a leading property technology and services marketplace. The appointment will see Adhesive support PR & communications and campaign media activity for Domain, across consumer, corporate and B2B market remits. Adhesive will work closely with Domain’s in-house communications, […]

New Podcast ‘Come Out Wherever You Are’ Launches On LiSTNR For Pride Month
  • Media

New Podcast ‘Come Out Wherever You Are’ Launches On LiSTNR For Pride Month

Sean Szeps is a gay father and a proud member of the LGBTQIA+ community who believes he does not know enough about those within his community that have different gender and sexual identities to his own. Feeling compelled to explore the unique experiences of every member of the community, Szeps’ new podcast, Come Out Wherever […]