Are We Seeing A Growth In “McDonalds Marketing”?

Cheryl Andonian (aka Momblebee) suggested in a comment that Michael Arrington’s “McDonalds content” issue I wrote about yesterday goes beyond news and content, and affects marketing as a whole. She says:

“This “McDonalds” issue is larger than just news and content. It is affecting creative work as well. Talented and trained professional freelance writers, graphic designers and web designers are competing against a glut of low end slingers who will give businesses “creative” work for pennies.”

Essentially, she say we’re seeing an increase in “McDonalds marketers” who capitalize on their clients’ lack of knowledge of creative and strategy – people who hand over low-end work at low-end prices.

Still, haven’t we always had this? There have always been “marketers” (whatever their stripes) who hawk standard, low-investment tactics in place of carefully crafted strategies. My argument would normally be that people will see the results of these efforts for what they are and that “survival of the fittest” would enable the real professionals to prevail (despite my cynicism when it comes to “social media experts“). However, Cheryl seems to suggest that this trend is a growing problem.

I wonder:

  1. Has the recession of the last year or so increased companies’ price sensitivity to the point where they will go to the lowest bidder?
  2. Has the growth of easy-to-access social media tools enabled these McDonalds marketers to reach their target audiences more easily?
  3. Is this a trend you’ve seen too?

What’s your take?

Dave Fleet
EVP Digital at Edelman. Husband and dad of two. Cycling nut; bookworm; videogamer; Britnadian. Opinions are mine, not my employer's.