Well, it’s true!

Marketing is a waste of money and time…. if you’re not in sync, in rhythm and attuned to reality.

What you want it to be or what it used to be—is not reality. Instead, reality is: “what really is.” For many organisations and traditional marketers, that’s a huge problem, but to you, it’s an opportunity to stand out and differentiate from the competition without apology.

Here are three realities that you must be aware of in-order to not say, marketing is a waste of money and time.

1. Be aware of the reality that we live in a media-rich era—there’s too much noise, too many choices and too much clutter. Your prospects are constantly being hit with spam, with enticing offers, with cut-rate and cut-throat pricing, and with innovative products and services, pop-up ads, 100’s of TV channels, more movies, blinking Web banners,  more news sites, blogs, and, of course, Facebook, Twitter, and LinkedIn and dozens of other interruptions.

You’re not promoting your cause in a vacuum, but in a world where many factors, other than your own hopes and dreams, are influencing the way your stakeholders will take action.

2. Be aware of the reality that technology plays an indispensable role in attracting and serving your audience. If you’re not keeping up, you’re probably falling behind. If you’re not embracing current technology that allows you to give holy smokes, wow, and remarkable service and experiences, others may be using it to wow and amaze away your followers.

3. Be aware of the reality that time is not money but life. More and more people want more time (life), not money. So you must do all you can not to waste that time. Most of all, become aware of your audience’s priorities. Often, we assume what interests them, what excites them – but often this is off the mark. That’s why you learn all you can about what’s important and not important to your stakeholders and prospects..

Question: How are you going to keep up with reality?

About the Author: Patrick McFadden is a marketing consultant to Cause & Effective. He is also an advisor and featured marketing contributor to American Express Open Forum and has been named a marketing thought leader for small businesses.