It has most definitely been a week of two halves. It started with a low but most certainly it has ended on a high, full of optimism and hope for the future of both marketing as well as society.
So how did the week start? Well I came across an advertisement for a Chief Marketing Officer. I have attached a screenshot below (pardon the typos but not my doing). They are obviously not looking for accuracy and a strong communicator. Please however take note of the last sentence.
So we have now reached the point where senior executives and recruiters are reducing the role of marketing to numbers. It is a simple science, the more people we get our message in front of, the more people we will convert. It seems acceptable to engage with 1000 people and only have 2 convert at best. Yes, with the use of analytics and programmatic marketing you will increase response rates but how do you use this science to create emotional connections and generate loyalty? This requires the so called MAGIC and the reality is that it requires both art and science in equal measure to build strong, sustainable businesses. So it looks like I will be receiving more annoying emails, irritating banner ads and general junk for the foreseeable future. Mental opt-out is most definitely in play.
I then came across an interesting article from David Edelman, who is a McKinsey partner leading the Digital Marketing Practice and someone for whom I have a great deal of admiration. He recently wrote an article titled “Marketing’s New Math: 3C’s and 5 Blindspots”. He starts this article by saying:
“I sometimes wonder what people who look back at the 2010’s will say about this time. Though there’s a lot to comment on about the world in general, when it comes to the business world I think people will realize that this is the time when profound change happened – changes in how companies operated, changes in how they “sold” to customers, changes in what business meant.”
I worry that we have become caught up in the age of digital communication and see this as being profound to mankind. Thankfully some in the marketing community recognise the bigger picture such as Bryan Kramer with his book Human2Human.
This brings me to the highlight of the week. Sustainia, which is an innovation (media) platform that enables all forms of stakeholders to share information and provide support to create a more sustainable world, announced their 100 winners for 2014. This is an inspirational list and provides real hope for the planet. I saw that both Pharrell Williams and Melinda Gates both tweeted but where were the brands?
On closer inspection, I eventually found that Virgin was sponsoring one of the initiatives, school boats in Bangladesh, but where oh where is the marketing behind this? So how many people would know this?
Surely this is an opportunity for the best marketers and brands on the planet to step up and show what the power of great marketing can achieve? Innovative, socially responsible companies need to take the lead and build caring brands that create great businesses but also make the world a better place. It sounds like a true win:win to me with the added upside that senior executives may no longer think of marketers as only data scientists.
Thanks for taking the time to read this and do feel free to download my free book; “Marketing Undressed”.