For generations, America took pride in its reputation as the “great melting pot.” This was the country that welcomed refugees from around the world; a place that benefitted from the unique strengths of all cultures coming together.

We even had an inspiring message to greet those travel-weary souls:

Give me your tired, your poor,
Your huddled masses yearning to breathe free

The current state of our nation as a global refuge is a combustible topic these days and this humble blog is staying well out of it. However, we do want to shine a spotlight on another great melting pot that has emerged: the one called marketing.

The ironclad borders that rigidly segmented marketing disciplines are no longer standing. In fact, marketers with very different specializations openly embrace best practices and innovative methods from other marketing disciplines.

Let’s take a brief look at some of the distinctly different approaches that have transcended borders and made marketing into a melting pot of ideas.

 

Discipline                            

Direct Marketing

Contribution to the melting pot

“The response mindset”

How it happened

Direct marketing was the castaway discipline. Other forms of marketing used to look down on it as “junk mail,” “pushy and promotional,” or “down and dirty.” All those terms served to obscure the genius of direct: it puts prospects into the response mindset.

Other forms of marketing naively hoped that the target would see their communications and take the initiative—but direct boldly demanded a response. It did so with clear calls to action, multiple ways to respond and an active voice that compelled a connection. Other disciplines should finally admit the truth: direct taught the marketing world to think in terms of response.

 

Discipline                            

Image Marketing

Contribution to the melting pot

“The brand story”

How it happened

Image marketing was the immeasurable discipline. Image helped build and shape perceptions, but tangible ROI was not even a consideration. Classic big brand spots from Coca-Cola, Nike, Apple, Gucci and Mercedes Benz all favored style over substance because, in essence, style was their substance.

However, the best image marketing has always achieved more than just style—it created the brand story. Long before other disciplines started adopting the term storytelling, image marketing creatives knew that stories created emotions, emotions shaped perceptions, and perceptions fueled stronger brand share.

 

Discipline                            

Event Marketing

Contribution to the melting pot

“Experience is everything”

How it happened

Event marketing was the trade show discipline. Admittedly, there were many other forms of event marketing, but annual trade shows were the most pivotal, high-profile occasions. As a result, many event marketers thought in terms of booth sizes, banners, sponsorships and trade show collateral pieces, and everyone covertly monitored their competitors’ booths for inspiration.

Then, the experience explosion happened. Brave event marketers threw out the rule books and focused on the overall experience rather than the traditional parameters of an event presence. Display walls came down and tchotchkes were left in boxes. The prospect’s full sensory experience was paramount, and that meant making a connection via breakout technology, dramatic lighting, hands-on moments and relevant human interactions. The approach worked and other marketing disciplines took notice. Soon, experiential marketing was a definite thing, and it was being incorporated into retail, brand pop-ups, annual meetings and even bank lobbies. Veteran event marketers started calling their discipline “experiential” and the rules of engagement were wide open for everyone. 

 

Discipline                            

Social Media Marketing

Contribution to the melting pot

“Community growth”

How it happened

Social media marketing was the popularity contest. Serious marketers, particularly B2B professionals, didn’t even consider it as a worthy part of their communications mix. At the time, many of Boomm’s own clients saw social media as a “someday” channel that they would investigate when it grew up.

Suffice it to say that social media has grown up and outgrown most other media options. Smart marketers have transformed social into a brand channel and they think in terms of community growth. Building a social community means more exposure, relevancy, opportunities and immediate feedback. Marketers from all disciplines now need to be social savvy and many firms encourage their employees to post, share, like and become an active part of the community. 

 

Discipline                            

B2B Marketing

Contribution to the melting pot

“Informed decisions”

How it happened

B2B marketing was the content heavy discipline. “Too many words” was a common complaint from other marketers. B2B was also considered “dry,” “difficult,” and too niche oriented.

Today, B2B can take a bow because every other discipline has adopted some form of its sales funnel. Marketers have come to realize that relevant information and frequent strategic touchpoints are keys to helping customers make informed decisions. So is offering the prospect every opportunity to learn more. Want to buy a treadmill? Compare your options. Considering a new toothbrush? Download a guide first. Choosing a pasta sauce? See the latest recipes. Today’s prospects are smarter, more resourceful and they demand the facts. That’s how they make informed decisions and B2B perfected it first.

 

As you can see, the marketing melting pot is a vibrant, inclusive and exciting place to be. Every discipline can contribute and all ideas and approaches are at least worthy of consideration.

In other words,

Give us your best practices, your innovative approaches,
Your new strategies yearning to breathe free