Q&A w00tonomy Content Marketing cast – part 2

Each day this week we are publishing one of the questions and answers from the interview with Mark Gorman. At the end of the week we will provide all the question and answers in the form of a w00tonomy e-book. Hope you enjoy!

Stewart: You mentioned the fragmentation of the media and obviously that has been driven by the growth of online….How do you see the Scottish online landscape?

Mark: It feels very young…it feels quite inexperienced and it feels driven by creative energy, technical expertise and technical innovation.The concern I have about the digital industry in Scotland is that it doesn’t feel particularly embedded by marketing people, it feels more embedded by creative and technical people….and that’s great because a lot of the online opportunities are technical but when you’ve got to go out there and spread marketing messages to people, I think if you lack that skill base in marketing that could be something which hampers our industry.

That is perhaps just because we are in the early stages and there is a lot of people growing up and into those roles but I would like to see more of a focus on the quality of the strategic thinking about the message, rather than the medium.

Stewart: So what are the pitfalls of just focusing on the medium rather than the message?

Mark: That the content is irrelevant, or the content is naive, or the content doesn’t engage with the sales message and the rest of the marketing mix…as in a more mature sense.

Transcript of w00tonomy Content Marketing cast – part 2

Each day this week we are publishing one of the questions and answers from the Content marketing cast interview with Mark Gorman. At the end of the week we will provide all the question and answers in the form of a w00tonomy e-book. Hope you enjoy!

Stewart: You mentioned the fragmentation of the media and obviously that has been driven by the growth of online….How do you see the Scottish online landscape?

Mark: It feels very young…it feels quite inexperienced and it feels driven by creative energy, technical expertise and technical innovation.The concern I have about the digital industry in Scotland is that it doesn’t feel particularly embedded by marketing people, it feels more embedded by creative and technical people….and that’s great because a lot of the online opportunities are technical but when you’ve got to go out there and spread marketing messages to people, I think if you lack that skill base in marketing that could be something which hampers our industry.

That is perhaps just because we are in the early stages and there is a lot of people growing up and into those roles but I would like to see more of a focus on the quality of the strategic thinking about the message, rather than the medium.

Stewart: So what are the pitfalls of just focusing on the medium rather than the message?

Mark: That the content is irrelevant, or the content is naive, or the content doesn’t engage with the sales message and the rest of the marketing mix…as in a more mature sense.