Here's a question that every marketing executive needs to ask themselves:
If I knew that nobody would ever see my ads again, what new things would I do to meet my business goals?
And while you're at it:
Are you creating compelling content that your audience might actually want to experience, or are you still just making ads?
Have you figured out how to put brand stewardship directly into the hands of the consumers and given them a reason to tell your stories, or do you still believe that you have total control over how your brand is presented and perceived in the marketplace?
Are consumers inviting you into their lives or are you still committing "break-and-enter" marketing?
You know how YOU would answer these questions. Do you think your consumers would agree with your responses?
