If we keep the analysis of the marketing industry’s health focused on traditional silos, then we will learn nothing.  What does the category of direct marketing now mean?  Is a DM campaign that drives web traffic categorised as direct marketing, or online?  How do we compartmentalise an online campaign that is designed to pull people into an event?

The task is not an easy one.  The various traditional marketing techniques are being combined in many interesting and productive ways.  Few of which fit neatly into Bellwether categories.  Does that mean that Bellwether’s measurement is redundant?  No.  But the barometer of our industry needs to morph with the times, at least with some covering notes about these imaginative media combinations.

In truth, marketing and sales are the recognisable big categories that are coming together.  Indeed, a PR campaign now may be the principal driver of a sales initiative.  Too long have silos of technique determined how we are measured.  And this does not help professional buyers understand how they can really be benefiting from our services.