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Portfolio: New Writing

The 2020 Vision of Marketing

By Denise Wymore and Jim Jerving

In 2000 we were celebrating the non-event that distracted us for over a year, the impending doom that was hyped as the Y2K crisis. Remember that? It was marketing’s warning shot and we ignored it. Marketing was classified as a non-essential function.

Marketing is more critical than ever, but advertising is dying a slow and painful death. In the next 10 years, you’ll see the following things happen:

• Local radio broadcasts funded by advertisers will go silent.
• Passive advertiser-funded bundled cable ads will no longer be tolerated.
• Newspapers, printed and dropped on your front porch, will be gone.
• The Post Office will be privatized and people will have the option to no longer receive mail, direct mail, at their place of residence.
• What does this mean if you are a marketer today? It’s time we get some new tools in our toolbox to remain relevant.
• The discipline of marketing is evolving from advertising and product pushing to conversational marketing, a practice that involves engagement and interaction, a two-way communication rather than a one-way flow of information.
• The 2020 Vision of Marketing helps you be the change in your organization.