One of the areas of content publishing that has become voluminous over the last few years is research studies. Whatever you want to know about what marketers are doing, you can find out. Not that research studies are always representative, but when hundreds, or even thousands, of marketers agree on a certain premise, it’s worth considering.
However, lately I’ve seen research studies that are concerning. When I look at the sentiments these studies reflect, and the questions they raise about our industry, I get a bit queasy thinking about whether our profession is as advanced as it should be. I get a sense of inertia — of doing the same things we’ve always done but expecting different results — that makes me wonder if we’re really making progress now that continuous change has become, well, a constant.Continue Reading