Do we need to rip up the marketing rule book?

At the annual B2B Marketing conference 2012 we were asked to consider whether it is time to rip up the traditional rule book of B2B Marketing and PR and develop a whole new set of rules to deal with the current crazy age.

So are businesses really living through a crazy age?

There is no doubt that we are being faced with an unprecedented speed of change with many businesses still trying to get on the front foot and the assess the value of social media tools, e-marketing and content marketing, despite the fact that many of these mechanisms are relatively mature and have already changed the landscape of human interaction.

This crazy rate of change, the lack of predictability and constantly trying to play catch-up with the customer is extremely challenging, however there are plenty of opportunities for a business with the confidence, flexibility and structure to benefit from the volatility.

In terms of the rule book there are still many principles that stay the same and maybe it’s forgetting to use them that is creating difficulties for effective Marketing and PR. Businesses still need a crystal clear understanding of the company brand, its values and purpose, as well as putting the customer at the heart of business endeavour.

Whilst brands need to be able to respond to the rapidly changing landscape, being tactical and responsive is not a replacement for sound strategic planning. Well thought through Marketing and PR is even more essential in this age. It has to be part of the life blood of a company with employee engagement and empowerment playing an essential role as they add their voice to the advocacy of the brand and enable rapid response within a fundamental strategic framework.

It may feel like a crazy age, but businesses which keep a cool head and remember the basic rules of having a strong brand with the customer at the centre will continue to reap the rewards.