I’ve been telling creators and businesses to build an exit plan before it’s too late. The way social media algorithms are evolving. There will be only a content engine.
No Influencer, No Creator, No Social Media business. What we would have left is an AI-controlled content engine.
That engine never gives a creator or business enough time to build that connection. Or brand messaging. We all are going to be affected by this. Me too.
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July 20, 2023 - 3 min read
Have I gone mad? As a marketer, I sometimes feel like a villain, and that can be disconcerting.
Consider the term “Marketing Guru”. What does it really mean? Who can rightfully claim that title? I would argue, no one can.
Indeed, the notion of a 'Marketing Guru' is a construct a marketer likely came up with. Most of us, especially those who are considered thought leaders or share their insights online, have a narrative to put forward.
Every marketer has a story, a narrative that is never perfect, yet compelling. It always includes a villain and is open-ended, because there's always a new product to sell.
And in the universe of selling marketing services to others. The villian is “marketing guru”.
In this story, a 'Marketing Guru' is but a fictional character, a creation of another marketer's narrative. The other marketer is every marketer, take me as an example.
Let me illustrate with a personal anecdote:
I often portray marketers who promise quick growth as villains. In my narrative, the primary antagonist is a fictitious character, "Walter The Marketer" from Kentucky. Never visited that place in my life, I only knew Kentucky from KFC & hating walter.
However, during a random visit to Kentucky, I attended a networking event. The truth I discovered there changed my perspective completely.
In Walter's universe, he is the hero and the villains are those marketers who take ages to deliver results. To Walter, they are the 'gurus'.
Returning to New York, I was struck by the realization that we marketers are stuck in a seemingly endless loop of pointing fingers and selling our narratives.
But why do we do this? Simply put, because a hero-villain narrative sells, and it provides solutions. They may be varied, but they work.
In this loop, the real villain might surprise you: it's marketer no.3.
Marketer 1 will sell you a course about understanding algorithms.
Marketer 2 will sell you a book about building a loyal audience.
And then, there's marketer 3 who says, "Both are lying. You don't need these resources, you are fine as you are."
The difference is, marketer 1 and 2 offer you solutions, they help you get from point X to point Y. But marketer 3? He just sells you hope.
Indeed, saving money isn't always the answer because you still have a problem that needs solving.
Marketers are meant to be seen as villains, as the market needs both heroes and villains. And it can be quick to change sides.
Roles change. Even though, most consumers hate marketers. A marketer will have his time and will become hero when the consumer calls.
So, as a marketer, embrace your role as a villain. Remember, both 'villains' and 'heroes' in marketing are changing consumer mindset. You are always likely to be a villian in another marketer’s story.
I am a villian in eyes of social media managers who say the algorithm & data doesn’t matter. And Hero in the eyes of product marketers/managers that speak the language of tech & strategy.
The Story never ends, market changes. That’s why I love change & marketing. Both are married and this industry is like life.
Life & marketing are hard & Ever-changing. Both can exist without you. But you can’t exist without them. You can’t stop the change in both of them.
You can adapt, learn & change.