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Is Everything Dead?

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by: Loren McDonald (@LorenMcDonald)
25 August 2010

TombstoneRadio is dead.

Direct mail is dead.

TV is dead.

Advertising is dead.

Newspapers are dead.

Banner ads are dead.

Search engine optimization is dead.

Email is dead.

The Web is dead.

Web sites are dead.

Someday, in the not-too-distant future, social media and mobile marketing will be dead, too.

Last I checked, all of these channels or marketing tactics are still alive, even though somebody boldly pronounced them dead or dying.

Oh, sure, some are facing serious challenges or changes. Music radio might be gradually migrating into Pandora-like platforms, but I listen to talk radio today as much as I ever have. We watch TV shows more often on the device we prefer -- laptops, iPads, Web-enabled phones -- and at the time that we want.

Newspapers are bleeding, but news has never been more popular. We just access it from hundreds of outlets instead of three TV networks and a paper that lands in the driveway. (Though I personally have two newspapers go thud in my driveway every morning.)

Some things do die, of course. I haven't played any 8-track tapes in a couple of decades. Those floppy disks are gathering as much dust as my leisure suits. (Okay, I got rid of the suits a long time ago, but I still have the floppies.)

Just remember this, the next time you read that some marketing channel is dead because some newfangled thing killed it: More than likely, it's not dead. It's simply shifting.

Have any favorite anecdotes of marketing channels or tactics that have been declared dead? Please share below.


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