When radio came out, print was supposed to die. When TV came out, radio was supposed to die. When the Internet was born, TV was supposed to die. The reality is that with every new medium, or adjustment to a medium, new tools become available to advertisers.  Those that claim “advertising is dead” are grossly misinformed, but that’s not to say we shouldn’t be on the lookout.  If we’re not careful, it’s not the mediums that are going to put us six feet under, it’s the people using them. 

This isn’t an easy article for me to write.  With less than a year of honest “industry experience” I wouldn’t necessarily say I have an expert opinion on the matter at hand.  I do however recognize that there’s a problem, and understand the importance of outlining ways in which it can be addressed.  So what’s the problem I speak of?  It’s the people. 

This industry is officially oversaturated.  Simple economics shows that with the rise of small business, entrepreneurial adventures, and massive layoffs increasing the market for freelance marketing professionals, brands officially have too many options when looking for an agency partner.    Add into the mix the gross costs often associated with a new business pitch and you’re looking at a market that isn’t dying, rather multiplying in a manner in which it cannot sustain. 

What’s more concerning is not the increase in competitive business between agencies, but the increasing amount of brands who take it upon themselves to hire an in-house marketing expert to manage social media or community outreach rather than working with an established  industry authority.   I’m not sure where or when it happened, but at some point over the last three years, everyone became marketers.  Hell, nowadays if you know words like Zappos, Twelp Force, and Gary Vaynerchuk, you could most likely ace an interview for a marketing position. 

I know firsthand that this trend is taking over the industry.  I, like many marketing professionals nowadays started out in social media, tweeting, talking, and building relationships for brands in the digital space.  It’s fun, easy to establish credibility, and an entry-level skill set that looks great on a resume.  What brands fail to realize is that marketing, advertising, and media isn’t something that can be handled by someone without actual industry experience.  Chris Brogan’s “Trust Agents” should be on everyone’s bookshelf, but that doesn’t make them a marketer.

I often get caught up using the analogy of a medical professional.  Sure, we can read books on heart surgery, but that doesn’t make us a surgeon.  Same goes with real estate.  Sure, we can read all about it, but until we buy or sell a house, we’re just amateurs with an interest.  It’d be nice if our industry could gain back the credibility and authenticity it once had.  Instead, we’re not only competing with other agencies, we’re competing with the rise of the amateur who will do anything asked of him at a lower price and a lower standard of quality. 

So what’s the answer to the question at hand?  That’s where you come in.  What state do you think the industry is in?  Have you noticed a rise in the amateur, the guru, or the marketing specialist making waves in the smaller segments of St. Louis business?  Leave your thoughts in the replies.

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