Groundhog Day – one of the most important holidays of the year. Okay, maybe not. But forget the holiday for a minute and think about the stellar comedic movie “Groundhog Day” starring Bill Murray. Murray plays Phil Connors, a TV meteorologist, covering the Groundhog Day festivities in Punxsutawney, PA. He is stuck in a time warp reliving February 2nd everyday he wakes up. Nothing changes. Eventually, he uses the repeating scenario to learn. He takes time to understand the people he encounters day in and day out. He reexamines his life and recognizes flaws. Finally he makes changes as a result of learning and evaluating what he has done well and not. And then magic happens … he moves forward with a new outlook on life. He finds happiness and success as the calendar finally turns over a new day.
Hopefully you see where I am going with this. Some marketers are looking at their audience and learning how to appeal to them. But still there are an abundance of marketers stuck in their old ways and they cannot get out of a rut.
This past week, I read a very interesting article titled “The Evolution of Marketing & the Future Retail Model.” The article examined consumers changing behavior (driven by the millennial segment) as it relates to shopping habits and the retail stores landscape. The way people shop (B2C) and make purchase orders (B2B) has changed significantly as I captured in the article, “The Dramatic and Fundamental Change in Marketing and What You Need to Do.” And for the first time I can remember, marketers are lagging consumers/clients. In the past, marketers drove purchase behaviors and audiences reacted. Today, people are driving purchase behaviors and marketers (for the most part) are not reacting quickly enough to their shifting actions.
We have seen too many examples of industries staying stagnant while their audience behavior and actions change. Take the music industry. The record industry did not change its distribution model in the face of digital streaming and downloadable music fast enough. New music distribution companies have emerged and have won over consumers. Another example is the print media industry. I lived it as I found magazine brands acting like a deer in headlights to the emergence of user preferences moving to digital content. Are shopping malls on a dead end street as discussed in the referenced retail article? How much did online purchases grow year over year for holiday shopping? The flags are up.
Yes, digital technology has spawned significant behavioral changes. Old school advertorial interruption used on TV, radio, and print does not work in digital media. Marketers cannot take their old methods and approaches to digital. If so, they are just stuck in an inadequate time warp of misery as Phil Connors was stuck in Groundhog Day. Marketers need to observe and understand their audiences’ behavior in order to get out of a rut of poor results.
Do yourself a favor. Watch Groundhog Day and determine how the movie is a metaphor for your marketing efforts. Don’t just wing it and do what you have always done. Learn, adjust, and move forward with happiness and success.
Make It Happen,
PS – If you think I am wrong about the stagnation of marketers, please share some innovative, audience driven examples. I would love to hear about your success or other brands you think standout as role models.