Gordon Plutsky, the chief marketing officer at King Fish Media, recently wrote a post about the nine marketing tactics that will be dead in the next five years.
In it, he included things such as the cubicle and the 9-5 job, silo’d marketing departments, company-provided technology, wide-net sales tactics, and the printer. These things make sense.
He also included travel, customer engagement, salespeople, and personal branding.
Some of these marketing tactics are closing in on their deathbeds and some have a longer shelf-life than five years.
In the growth of a virtual company, we know the cubicle and 9-5 job and company-provided technology are already dead for some. And, as co-author of Marketing in the Round, we hope silo’d marketing departments are on their way out.
But personal branding, customer engagement, salespeople, and travel (as nice as that would be)?
The death of this marketing tactic doesn’t make sense. People no longer have paper resumes. True. A world where a digital footprint is made up of everything we do on the web. True.
Very few people will still have an old-school paper resume. Instead we will have a curated (and in some cases not-so-curated) digital footprint — consisting of a LinkedIn profile, blog, social profiles, images, and other items that surface in a Google search. These will be the go-to resources for companies looking to hire new talent and people looking to vet nascent personal relationships.
So why is this one dead if it continues to be important to manage your personal online reputation?
Sure, there are going to be instances where you can delete what is online about you, but that is still personal branding and reputation management.
The old way of doing market research and providing products based on a demographic is definitely dead.
In fact, customer engagement is the future of communications.
There are plenty of decision-makers who still believe seeing the whites of people’s eyes is the way to sell. That isn’t going to change in the next five years.
Sure, some of the back slapping, golf-playing, cigar smoking sales days are over. People use the web to get the information they need. And more than half make their decision before a salesperson enters the door.
But it will be a good 10 years or more, particularly in B2B and professional service organizations, before meeting a person live doesn’t close the deal.
Read more: 4 Marketing Tactics that Refuse to Die