4. All of the channels are saturated now. You have to be super helpful and somewhat exciting to stand out from the crowd. Being newsworthy is great, but the company that is the most helpful wins in the long run.

One of my favorite ad men from back in the day was Howard Gossage. Howard once said in a speech that the trouble with marketing is it’s a lot like fertilizer; it’s ok in small amounts, but it really starts to smell when it’s spread all over the place. All marketing channels get saturated and odoriferous after a while.

All of us, as buyers, are tired of the way marketing tends to overwhelm our private spaces; the “ad to content ratio” can pollute our gathering places to the point where we stop paying attention to them. Video is well on its way to being the overdone channel.