tI know I haven’t been as consistent (or constant) with my video content lately, but life happens. In the meantime, I’ve taken some time write down a number of topics worth a discussion or two. Once I’m able to get my studio finished, it’ll be a whole different ballgame. Anyways, at PreFocus, I’m committed to helping businesses truly discover what sets them apart and whom it speaks to the most – or best. Far too often, brands focus more on popular concepts instead of really digging into the ways they approach strategy. With that said, I wanted to talk for a minute about a quote from a book by Peter Druker. It really fired up my brain about marketing data and perception.
Somewhere in the pages of the book, The Effective Executive (sorry I can’t remember), he says “computers can be logical but human beings are perceptive. Immediately this makes me think about robots and people. AI and person to person analysis. Automated drip campaigns and tailored ads. No matter what initially comes to your mind, this sheds a grip of light on marketing in general. If you haven’t noticed, many initiatives have shifted to computer generated campaigns.
Out-of-Touch-Efforts Create a Glass Ceiling.
Whether you’re running a drip campaign, sales texts, click funnels or display ads – all of these marketing arms are computer generated. The list is a lot longer when you really think about it. Brain-run marketing efforts and general creativity is becoming even more obsolete as the internet evolves. It’s only a matter of time before public places target you with ads on display screens based on your mobile behavior (what you do on your cell phone).
Aside from privacy concerns, the unique touch of individual creativity is fleeting. To me, this is a big problem. For example, why aren’t Super Bowl commercials funny anymore? Everything is turning into a quantitative game of: remember me! Companies (especially corporations) know once consumers click or call, they can aggressively target them longterm.
But is this really all that effective? With marketing data being used in a number of ways these days (despite the ignorance of many), it’s becoming rather simple to prey on people.
Perceived Value Cannot be Shallow.
Which brings me to my next problem. The perception of people just isn’t valued anymore. While a certain campaign may breed profits, it doesn’t mean it’s your best bet. In fact, you could be missing best buyers with bland content. What’s so wrong with raising the bar? Who says catering a genuine message that matches the culture of your brand is silly? The thing is, it takes a little work. Not many marketers in this day and age want to take the time to think outside the box.
It’s far easier to automate things and compare results with similar industries. Sorry folks, perception matters. Ruining a first impression altogether, or failing to wow your audience is not only lazy – it’s risky. It’s not that difficult to talk to your customers or those of a competitor to determine what they like most. What they appreciate, consider, delve into or latch onto can make a big difference in returns. At the end of the day, marketing needs to be rooted in the nurturing of trust.
Questioning Your Marketing Strategy.
If you’re not investing in the perception of your business, what are you really doing? What people think is a big determining factor in their purchase behavior. Sure, entertainment or dangled carrots draws appeal – but how are you establishing loyalty? Whether you go with marketing data or perception as your groundwork, this is all that matters – right? In the grand scheme of things, your ability to keep the business afloat relies on repeat business. So pursue it!
Ads and marketing campaigns that don’t truly understand their customers just aren’t sustaining. A good blend of entertainment, value and resonating relevancy takes any initiative to the next level. This is even true within the culture itself. While statistics and forecasting is great for blue-print-work, the knowledge of people helps you lay a sound foundation. So it burdens me to see so many brands investing in basic efforts. Originality and an authentic vantage is what I’m all about.
Combining Marketing Data and Perception.
When you get back into the office on Monday, take the time to take a look at all of the marketing campaigns you’re doing (or even sales efforts). Challenge yourself to analyze your attention to consumer perception. Are you formulating strategies based on date (the numbers), demographics or what your competition is doing? Are you pouring a bunch of money mimicking things or duplicating efforts? Or are you really getting to know your ideal customers and their actual tendencies?
When you understand people’s hidden wants and needs (not just their obvious wants and needs), you’re able to present them with an adequate and valuable solution. Instead of vying for attention or leaving a cheesy mark, make an impression that means something. Going off data or playing it safe can really limit repeat business. A meaningful memory with a quality first impression is far more profitable.
My Final Thoughts on Cognitive Messaging.
Marketing data and perception, when blended well, can be a game-changer for your brand. So figure out your identity and who’d value it the most. This root grows strong. Be purposeful with everything you do guys and always remember to PreFocus.
Want to Talk About It?
A number of things go into a quality marketing strategy. Taking the time to iron things out will drastically enhance your aiming point. Let’s hash it out – the first discussion is on me!