Much of what is presented as thought leadership in this industry is 5 or more years behind the times. This sad state of affairs is something I witness on a regular basis but one of the more egregious examples of it was at the shop.org show in Vegas last September.
An email marketing company was presenting the criteria they used to help a publication pick online retailers. However, the checklist was way, way behind the times. Need to have sign up on the home page. Email to people within a set period of time. Etc. It was the equivalent of selecting the top car manufactures by reviewing the following:
+ Four tires? Check
+ Turn the steering wheel and at least two tires move? Check
+ Windshield? Check
Email is often viewed as a commoditized product/service. To get online marketers to realize the enormous upside of doing things right, thought leadership needs to fast-forward at least 5 years and be just that – leadership.
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