‘Modern marketing is in need of an anti-channel mindset’ – Marketing Land
Mayur Gupta says, “There’s no denying that the consumer has been at the center of marketing’s ecosystem for decades — but only in “theory.” As marketers, we haven’t been able to transform the theory into reality and deliver the most immersive and seamless experiences for the consumer.
In actual practice, we continue to put the channel, the technology or the technique first. “Mobile first,” for instance, is a great example of the channel-led approach.
In a discussion with Jay Wilson, VP of marketing technology at Healthgrades (my employer), we talked about the nuances of an omnichannel reality and the need for an almost “anti-channel” mindset within modern marketing to inspire behavioral change in a complex digital world.
Do you remember when having a mobile app was “the thing to do?” Or even when having a website was the thing to do? When some of the first killer apps came out, like Google Maps, Shazam or Angry Birds, every brand decided they needed an app of their own”.
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