I’m still surprised how much companies are spending on passive marketing vehicles – borchures, whitepapers, fancy little employee booklets.
These are nice money for brand firms and lousy investments for those looking to communicate. All the data suggests they at best elicit a cursory glance and land in the bin.
We are reaching the end of the point of passive marketing vehicles. The shift needs to be active vehicles. Those that engage on mobile devices – you want to know about the product, download the app and explore it. You want to engage with us and learn more – download our app and join the conversation, watch vidoes, read relevant content fragments.
Think about it next time you ship a job off the printer. Ask if you have been seduced by a good pitch. You audience has moved on. Information consumption has shifted.
You don’t want to be the last one in your building with a fax machine. Don’t be the last producing passive marketing.