This article over on MarketingProfs ought to get you thinking. And wondering. And worrying. And thinking some more. A taste:

“Recent trends in technology and culture have created, my friend Alan observes, an ’empowered’ environment where everyone expects to pay nothing or close to it for the ideas that fuel marketing and advertising.”

In an environment where there seem to be infinite ideas available to fuel marketing and advertising, it’s not the generating of ideas that carries the most value, but the understanding of which ideas are most appropriate for the task at hand.

To use a publishing analogy: A magazine editor might view hundreds of manuscripts from writers, but only a few articles make it into the issue. There are real reasons why they do and don’t.

Takeaway for marketers: How are your editorial instincts?

This entry was posted on Saturday, January 17th, 2009 at 9:52 am and is filed under Marketing Stuff, Marketing Takeaways, This 'n' That.