How can blogs address the divide between marketing practice and academia?

The distinction between marketing as a practice and as a research is often cited a shortcoming of the discipline.  It is argued that neither side really contributes to the other; for example, practitioners often disregard academic research as esoteric and academics often don’t engage with or attempt to influence the current trends in the marketplace.

Marketing academics rarely ‘do’ marketing in the commercial sense.  They are social scientists who construct models to explain and measure various phenomena related to or influenced by ‘marketing’.  Thus, it is argued that academics have little impact on the practice of marketing as they are reacting to changes initiated by industry and conducting esoteric research as opposed to having input at the strategic level.

One of the potential benefits of social media is that it may help break down this barrier and improve the whole discipline of marketing as opposed to simply providing another channel for practitioners to ‘do’ marketing and for academics to ‘research’ marketing.

This is which more marketing academics should be blogging and promoting their blogs using social media channels.

As opposed to the time consuming process inherent in academic journals which comprises a cycle of research->write->edit->review->edit->publish cycle of academic journals, the blog is simply research->write->publish.  Although blogs may not have the prestige of top ranked journals, they provide researchers with the opportunity to contribute to the marketing knowledge base in a way which is more in sync with real time developments in the marketplace.

Blogs also provide academic s with the opportunity to receive timely feedback from a wider audience and may assist in improving the quality and relevance of the research they produce.

Finally, blogs supplemented by other social media channels (e.g. Twitter, LinkedIn, Facebook, Google+), provide the opportunity for academics to develop their personal brand through building contacts and increasing their awareness in both academic and professional circles.  This may have the greatest effect on academics looking to build their profile and reputation.   Moreover, as their blogs build traffic, they may be monetised through the selling advertising space and offering subscriptions for premium content.

What do you think?

// Alec Schumann.

About AnthonySchumann
Subtle Bravado // Creative Boutique. Ted Anthony - Vision Alec Schumann - Creative Follow @AnthonySchumann

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