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Marketing Business The Right Way

By Wendell John-Baptiste

Remember the good old day? You know the one. There were more than one. In fact, there were whole decades that people referred to as the good old days of marketing business. Those days were good because, for the most part, they were easy. Easy that is, in retrospect.

Twenty-Twenty hindsight is a popular phrase for reminding us that if we knew now what we thought we knew then everything now would be perfect. Uh huh. Business and marketing are going through this exercise right now and it’s a tough lesson to learn. But there was a day not so long ago where everything changed and it changed forever. Like all great changes there must have been ‘one day’ when the change began. Unfortunately, none of us has twenty-twenty hindsight enough to remember. Still, there will be some who claim they actually know.

Now we see more detours and signs that read “People Not At Work”. In fact, the art of marketing is changing so rapidly that there is not one expert available to help direct us along the new path. Pied Pipers appear and people ‘follow’ for a little while, but the truth is that no one ‘expert’ from even the recent past can steer us in the right direction. Nope. This new marketing path is still being built. Fact is, we haven’t even laid the first brick.

The wave of change is happening faster than most people realize. Faster, that is, than one person can think. Why? Because millions of people are thinking up new ways to market everything from e-businesses to diaper bags and they’re all thinking about it right now. Multiply the speed of thought by half a billion and that will begin to paint the picture of how quickly everything is changing.

Marketing no longer finds comfort in the traditional television or print mediums. Just a couple of years ago, popular print magazines rarely supplied links to websites. Today, most print magazines are finding more of their audience online and are designing their print to look more and more like a website. Tune into local or national news and every other sentence delivered by a newscaster ends in the words: “dot com” or “Follow it on Twitter”.

Social media has further changed the way people think about marketing a business. Social media, at best, is an experiment in the making. While some tout themselves to be experts, the fact remains that the Twitters and Facebooks of this time are too young and their audiences are too volatile to determine precisely where this wave is moving.

One important factor in social media is that the trend is moving in a more colloquial direction. The entire world may be riding the same wave of change but we’re certainly receiving signals that indicate that this wave may not land on one shore but on many. During times of economic and social upheaval people tend to prefer sticking closer to home. People prefer to stay closer to a shore that they recognize and experience change in small increments. Clearly marketing is becoming ever more viral and increasingly more localized. Gone are the days of mining a national consensus around a product from the top down. Everything ‘marketing’ now grows from the ground up.

For decades marketing business and the business of marketing dictated what ‘mass appeal’ meant and molded how people would think, buy, sell and live. Today, individuals have the power to micro-market and develop their own niche. There may not be one Yellow Brick Road in the future. There may be millions. All leading to a place most people like to call home.

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Article Citation
MLA Style Citation:
John-Baptiste, Wendell "Marketing Business The Right Way." Marketing Business The Right Way. 24 Jun. 2010. 18 Nov 2014 <>.

APA Style Citation:
John-Baptiste, W (2010, June 24). Marketing Business The Right Way. Retrieved November 18, 2014, from

Chicago Style Citation:
John-Baptiste, Wendell "Marketing Business The Right Way"

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