The place where the real discourse of marketing in the digital age in Israel takes place

There are quite a few groups on the net that seek to centralize marketing discussions.

The question is what is a marketing discussion, and what is missing.

The "DEM - Digital Age Marketing" group seeks to bring together the best marketing people alongside executives who are required to lead organizations in an age where knowledge, technology and talent mix, and produce a new discussion.

And you?

Another Yaron

17/07/2022

Sunday, 17 July 2022, 19:37 Updated: 21:47

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Concentration of the best professionals in one place, to promote the marketing discourse (Photo: image processing, Yaron another)

The Facebook group "DEM - Digital Age Marketing" (if you have not yet joined - click on the group name and join before you can continue reading) By professionals (from the Walla! Marketing and Digital content channel but also from other sources that come into play), talk about marketing and the role of digital within it and in the arena of culture, knowledge and running forward - openly and focusing mainly: what needs to be done, right now, to promote the industry And ourselves (not just through the lens of campaign success rates);

How should our marketing activities be examined broadly, rather than from the prism of “what works spot on” or “how do we flaunt” a Torah issue;

Where is the world of marketing going and how can its contribution be used to move "big" things in the environment in which we live.

This can be done by "re-education": not only how to do the right marketing, but also how to do it with a way. For example, that technology will satisfy our needs and not we will be the ones who are only in a hurry to catch up with the innovations Should serve us.or

,

what questions should be asked before rushing to press buttons; or - when should we stand up for our professional truth in front of executives or in front of clients who demand "meat", here and quickly.

Get results fast.We made time for that.

What will the roles of A. marketing women look like in a year?

The world of marketing, you must have noticed if you are involved, is more than once prone (like many of the processes that the digital revolution has bitten) to automation.

In the foreseeable future we will probably not be required to handle or order handling of any aspect of campaign management in systems like Google and Facebook - as we were required until recently.

The systems will do much of the work for us, and will try to optimize ("adapt") the campaigns in our place so that ours will have time to think about other things (strategy, for example).

Pragmatically, this means that campaign managers will probably not be required to work long hours on a set-up of hundreds and thousands of possible parameters that a single employee will probably never be able to fully encompass.

If this is really what it will be - maybe this is the opportunity to bring marketing managers back to where they were supposed to be anyway: to plan and produce ways and methods

To the customer, really.

To his "heart", or to his head, or to the set of buying and preference considerations - and not necessarily to "reach him" in Target, to see our ad.

Marketing manager, beyond the technical understanding of how to perform or how to overcome an interface that is not answered to us - need to understand the desired place of the business / brand, in the market;

Analyze, research, observe competition, study (constant learning) the customers and the trends and parameters that may affect them, general or spot - then, depending on the way, strategy, he is required to choose the ways, channels, tools, technologies and tactics he will try

customers.

The current processes, which transfer some of our "technical" tasks to the automated systems - open up an opportunity for us to invest more time and attention in this.

And that's good, for some reason, but that's for another article.

What should marketing executives concentrate on?

Marketing executives have a much broader role than producing reports that show "how the campaign works." Need to know how to contribute their knowledge and abilities in order to promote essential things. Make a difference.

Thus, you will probably not find in this group PR messages in the style of "who replaced whom in office" (unless this move is part of an essential move of the relevant organization for discussion) , Or which office "won a new advertising budget".

Not that there's anything wrong with that, God forbid.

It just belongs to other channels, with a different state of mind.

What is?

The aim is for discussions that give way, make order, make it possible to present a strategy and organization of all marketing activities.

Where do we come from and where are we going?

What content or discourse should "stimulate" marketers?

"Juicy" reports or striving for progress? (Photo: Unsplash)

Marketers need to better articulate messages, and produce content that beats the banal and the "normal"

Articles that will be shared in a group from this channel also have a role to play.

Precisely as marketers, we have a duty to find the best way to convey messages that sharpen why the consumer should choose us.

And it's not just about being able to produce headlines that will click on them, but having to keep that promise.

Given that a great deal of content that goes online is "on behalf of" or those that try to serve SEO efforts - I think it can be streamlined as well.

Content can be "co-produced" by a commercial entity that will not fall short of systemic content, in many cases.

The problem is that if we take a look at the Outbrain or Tabula feed, we will find "crates" of content that looks like a conceptual coffee party, which only replaced the category and the flattering components in the product, and everything else - a stencil.

We know, even without reviewing research, that what repeats itself eventually becomes a "trick" that we as readers or viewers or listeners get used to, and our input tools will recognize it relatively easily and treat it with less interest at best, or automatically skip it at worst. .

If your content does not work - ask yourself where the problem is, because content is one of the more useful ways to make a difference and assimilate insights.

There is no reason to repeatedly do "Content Marketing" (quotes are not accidental) that gives the impression that the person who distributes it believes that the reader is the layman at best, or an idiot if we become less subtle.

Thus, one of the challenges that Walla! Marketing and Digital has taken on, which seeks to feed the group and the discourse with worthy and valued content - is to generate motivation to make more effort in this area as well, and if we also produce content in collaboration with commercial entities, then try to avoid Margarita dripping with margarine that praises the subject of the report until it shines brighter than John Travolta's blur, when it was still standing in "Grease". Brands and advertisers who want to explore this possibility with us are welcome to challenge us.

Content, even commercial, can and should be done more like art (Marketing), and less like a product label in a supermarket, just one in which we embed the desired message in the best way for everyone: for us and for those who consume it.

And now there is a channel for it.

And also a group.

So quite a few professionals that we really appreciate started writing in the marketing channel, and many others along the way, and the content composition is built with the goal that you can always find something important to read, no matter what field you came from.

And it will be possible to find guides or reviews of technological capabilities, but also explanations and explanations of how to relate them to the essence;

Lots of discussions and revelations about how to conduct marketing in an age where it is easy to get lost;

Teachers are embarrassed alongside opinion columns that challenge popular perceptions;

and much more.

Wait.

And this discussion, which is not based on gossip or a technical remark of one kind or another - has been copied to a Facebook group that deals with modern marketing.

And the aim is to talk about what is important, as much as possible, even if alongside lighter matters, so that we do not become too serious;

Just try not to let technical nuances or "entertainment" messages be the essence.

The time has come for a slightly different discussion.

And your job is to join and help us with that.

Do not hesitate to ask questions or comment, just come with one main goal: to conduct a fruitful dialogue and promote the place of modern marketing in the lives of all of us.

Yours as professionals, of the public as consumers and as individuals in a society that wants to move forward.

Technological, cultural, scientific, economic.

The group's description states "the place where the real discourse of marketing in Israel takes place."

That's the goal.

If marketing is relevant to you (and it must be. It touches on everything), help root it.

Now that we've taken it too seriously - bring emojis and come on.

Yaron Ahar is an entrepreneur and editor-in-chief of the marketing channel, author of the book "Marketing in the Digital Age" and building a path for business or human brands.

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