“I didn’t have time to write a short letter, so I wrote a long one instead” – Mark Twain
Ulysses by James Joyce is a whopping 265,000 words and took him the better part of two decades to write. Kafka’s Metamorphosis by is a cool 22,000. Both are considered quintessential modernist masterpieces.
If I had to sum up the past decade of marketing in one word, it would be “adaptation.”
Customers are just too smart. They block ads, ignore canned content, and are better read than ever before. They continue to be more and more empowered. So what’s a marketer to do? How can brands possibly react in time to shifting expectations, much less strategically?