Do you agree? Do you disagree? You clicked the link, didn’t you? Either because you agreed or – perhaps more so – because you disagreed or were offended.
Did I linkbait you into coming here? Perhaps. And that’s the point: marketers too often fetishize messaging at the expense of deeper, rounder and longer-term marketing strategies.
A catchy or rousing phrase may invoke the attention of your targets, but if that’s all it does, you’ve failed your boss’s investors.
THE SOURCE AND END OF DOPERY
In fact, it seems that the when some marketers declare themselves to be marketers, what they really mean is that they are messengers. But marketing isn’t just about messaging: marketing is about connecting something of subjective value with a subject who values that something (whether they know it yet or not). (Yes, marketing is kinda circular when enframed that way, isn’t it? 🙂
And that connecting is difficult work – it’s something that goes way beyond messaging. And yet many marketers have gotten lost in the practice of messaging – they’ve lost perspective of both the historical roots and the future evolution of their profession.
Marketing evolved over the last 100 years from producing to meet demand, to standing out with quality, to selling and persuasion and sophisticated research, and most recently into what is today called Traditional Marketing.
So what do I mean by All marketers are dopes? Who says that? Why?
Well, that sentence is a sentiment that consumers are increasingly feeling in their gut when they come across Dreck – and today Dreck is tired messaging and attention-screaming and incomplete marketing with no human quality.
EVOLUTION VIA WEB SELECTION
And what the Web is doing is providing marketers with a chance to re-evaluate the Why’s and How’s of what they learned from the start of their careers.
Unfortunately, most have gotten stuck in one phase of Marketing’s evolution, and unable to take the lead towards its next.
They’ve gotten lost in the assembly-line mentality of segregating and dividing labor and tasks: Research, Creatives, Advertising, etc. It was a necessary way of doing things in an economy where scaling required standardization of operations – things needed to be predictable and repeatable at the lowest possible costs.
But the Web is mothering novel media, with emerging properties that didn’t exist in the traditional staples of mass communication: print, radio and television.
Marketing isn’t dead, any more than desire or hunger or business. Marketing is just in the transitional phase to something more complete – a chance to build communities where the right messages can be delivered at the right time in the right context with the right processes.
Evolution is typically a merciless process – species who once reigned and ruled can be ruined without notice, while the tiny prey emerge stronger and more fit to deal with the new ecology.
ARE YOU A DOPE?
Too bad marketers are dopes. Or are they? If you’ve gotten this far, you’re probably not one of the dopes and I sincerely wish you nothing but success as you create a more human – and effective – Marketing.
A dope is someone who, once has learned a certain way of doing things, doesn’t know when to unlearn that particular way when it no longer works.
Are you a dopey marketer? Or are you someone who wants to change the world by connecting values that matter with people who need and want and (perhaps) crave what you have to offer?
Please be at the exception that proves the rule.