Online Marketers are Wimps

Online Marketing is for Wimps

Don’t bother telling me I’m wrong about this, because frankly I just don’t care. 

Media is numbers. 

Numbers are predictable and can be forecasted, they can be manipulated and influenced.  Yeah that’s right, I said it.  It’s all about samples and segments, products and offers.

Phew… now that I have all that drama out my system, let’s move on.  Media and furthermore all of marketing, is about people; Real, fleshy organic beings that ate breakfast this morning while surfing the web for the latest headlines.  We are all people, we’re all the same, we all hope and dream.

True, media and marketing may be summarized by numbers, but those are not symbolic of inanimate objects.   Each impression and follower is a real person.  Each interaction is an opportunity to connect with those people, to promote your brand in their lives. I know this is marketing 101, but after working with hundreds of agencies and thousands of folks in those agencies, I can honestly say this fact is lost.  If in the end marketing is people, and people are sustained through relationships, they key to marketing is to sustain relationships, right?  And if a relationship is a give and take, an interaction with various degrees of intimacy, shouldn’t marketing comprehend that relationship and its variety? 

Truth is, marketers, it’s much easier for us to rely on numbers than it is to connect to people.  It’s as if there is an inherent risk in people, too dangerous to build a multimillion campaign around.  Nah, the campaigns are built around numbers: impressions, clicks, tweets and a million different three letter acronyms.  I’m guilty as charged, just like most of us.

But don’t fear and fret, friends.  The future is people.  And as I shamelessly plug our un-wimpyness, it’s only because I really believe we’ve recaptured the relationship in media.  We’ve introduced a tool capable of turning display into a true medium for brands to build relationships.  That’s right, display can be a give and take conversation, where each consumer has a voice that they can communicate directly with the advertiser.  To be able to understand that a customer is not just represented by a click and impression, but rather by a story which marketers can use to offer the right product at the right time is finally possible on the internet.

Marketing is all about people.  Let’s stop relying on the wimpy numbers and focus on real people.

- Brian Murphy

Comments

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