Watching the Super Bowl last Sunday, I was again reminded of how mass marketing is largely restricted to big enterprise budgets. Go Daddy, for example, is hot again around the water cooler with chatter of the “Bar Refaeli makes out with a geek” commercial spot. In contrast, these are not the kinds of ads you’d ever see from Johnnie’s Pizza down the street.
It’s obvious and appropriate that expensive airtime and high commercial production values are the providence of the enterprise. The little start-up or a medium sized business doesn’t need that kind of exposure. But emerging online marketing tools are getting increasingly more enterprise-oriented as well. The Web was supposed to be the great equalizer… but that’s not turning out to be the case with digital marketing advice, for example.
To wit, both Forbes – with its enterprise bent – and Inc. which started out dedicated to helping inform businesses of all sizes, both focused on the enterprise audience in a comparison I did today. Surfing around a “marketing” Google News search, I read two articles. The one on Forbes was entitled “Are Marketing Automation Tools Right for Your Business?” As soon as I saw “CRM” and “Sales and Marketing Departments” it was obvious that this information would not help Johnnie’s Pizza.
Now, on to Inc.’s article. Would they have anything insightful for the little guy? Nope. “Must-Know Tips to Measure Your Mobile Marketing” will definitely require far more expertise and cash than Johnnie can muster.
The chasm has always been there between the mega and the tiny. But it’s getting even deeper in the digital age. The great equalizer, The Internet, continues to do good things. But, considering that most businesses are of the small-to-medium ilk in this world, the trend remains that only enterprises will get the really slick marketing stuff.
Do you have ideas around digital marketing strategy? Feel free to leave a note in the comments section below.
– Mark Salow, Marketing Consultant