Recently, a brand manager overseeing a new product launch for a top-5 beer company told me that he had spent $10,000 to build his website. And he hadn’t requested additional budget for next year.
My first instinct was to patiently explain—in small words—the new marketing realities. Circa 1999.
Accelerating change!
Disruption!
Big Data!
Singularity!
<Insert buzz word here>!
After all, I’m a digital technologist. I have spent years working with visionary Chief Marketing Officers to build digital marketing ecosystems that drive huge measurable returns for their organizations.
But during a very short conversation—in which the brand manager was the one using the small words—he convinced me that the web really didn’t matter to his business.