Culture and Marketing
We live in a world where culture itself is changing at a faster pace than ever before. Oftentimes, we don’t realize it, because perhaps we don’t really want to accept it. That might seem like a harsh reality, but consider just how quickly the last ‘viral trend’ you can remember came and went. Take a look at all of the popular news stories that have been nationally featured over the last month – there’s a good chance you’ve forgotten about some of them already.
Thanks to technology, our desire for information, and how quickly that information can travel, there is a continuous cultural shift all over the country. Now, it’s probably safe to say that overall ‘communities’ will always remain the same. We’re always going so associate the stereotypes that have been given to different parts of the country with those states; surfers in California, farmers in the midwest, etc. But, we’re all taking part in this continuous shift, because we can. It’s really as simple as that.
So, what does that mean from a marketing standpoint?
Marketing fails far too often to keep up with the culture-filled consumers of today. Rather, they’re still holding onto the consumers of yesterday (sometimes, literally yesterday). With traditional marketing methods, it’s practically impossible for any business to keep up with what’s trending, or what people are looking for, and there is one underlying reason for this: The monologue.
The monologue of marketing has been in place since marketing itself has shown up for brands and businesses. It’s a way for a business to boast about themselves, and let consumers know why they should use their goods or services. Seems pretty harmless, right? After all, that’s the goal of marketing. However, there are a dozen reasons why the monologue approach simply doesn’t work in today’s world, including how quickly it can become irrelevant.
Take the ‘Honey Badger’ commercial from Wonderful Pistachios, for example. Released a few years ago, it became fairly popular, and the Wonderful Pistachios company has always been big on inserting pop culture references and celebrities into their ads. However, the problem comes with the fact that after a short period of time, this commercial becomes irrelevant. There was a small audience of people who likely understood its meaning in the first place – the intersection between the Internet and television. And while there is no denying it’s a clever commercial for those people, the goal is to reach a wider audience, always. It’s a perfect example of a business jumping on a viral trend, without considering the fact that not everyone will know what it is, and that it will become obsolete very quickly. If a teenager, for example, saw this commercial today, they would have absolutely no idea what sort of relevance it had. They might find humor in the silly fifteen seconds, but not the cultural influence or impact it was designed for.
One of our favorite’s