The Proverb, “Where there’s no vision, people perish,” is as true a statement today as it was when it was written around 3500 years ago.
Technology, analytics and so-called conversations don’t replace vision and substance. Never will.
Yet, according to many people in “modern” marketing, everything has changed.
Full body submersion in the social media Kool-Aid has many believing that for some fantastical, unexplained reason, it’s all about conversations now. Persuasion and selling are nasty, last century words.
In fact, with a few notable exceptions, there are so many “conversations” going on that hardly anything of any marketing value is being produced anymore.
How could it? Everybody is too busy chattering about chattering.
And what about social media analytics? Who cares if you haven’t created anything worth measuring. Or that the results tell you nothing of any value. Listen and measure anyhow. Figure it out later.
Worst of all is the new canard, “Consumers have changed fundamentally.” Right.
The Greek historian, Thucydides, writing about the calamitous war that had destroyed his own world, made an important observation about the causes of historical events: Even though circumstances may change, human nature remains the same; and certain human elements—especially moral and psychological factors—are at the root of all wars.
Or, put in context of today, “Technology may change, people don’t.”
Anyhow, enough of my rant. There’s a better one written by Jonathan Salem Baskin in Advertising Age, titled “The Case for Less Data and More Vision.”
Definitely worth the read. Enjoy.
Posted via email from Flatacre
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