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Pigeon Marketing. Why is it that marketers get so caught up in being perceived as in the know of what the “new and cool” thing to do is, that they quickly fall short of exceptional execution.
With the emergence of social networking, i picture a piazza in Italy where a tourist throws a small piece of bread on the ground.. and it is then spotted by a flock of pigeons- we know what happens next. Move aside- you know what happens next- fight to get to it first, to get a piece and participate in this mission. Unfortunately, even though I can justify why pigeon’s instinctively act this way, with marketers (holding advanced post-graduate degrees, MBA’s, backed with years of experience) I have a harder time understanding why common sense and rational thought does not prevail.
Sometimes I wonder if everyone read Seth Godin’s Purple Cow and just didn’t get that once everyone notices the purple cow- it becomes just another cow.
“I know half my advertising is working … I just don’t know which half!”
-John Wannamaker (1905)
Over 100 years ago Wannamaker phrased the problem statement that would plague marketers until this day. Why is it that most marketers at all level of organizations still fail to address this problem? My opinion is that there remains a disconnect between what marketers claim “their Marketing” is and what they actually remain committed to which is often non-accountable marketing practices, the development of vague objectives that determine success of marketing plans/ campaigns/ advertising and in turn ineffective or non-performing marketing dollars.
As our economy continues to put pressure on executives to justify their Marketing dollars, online channels have truly emerged as the efficient ways to exchange dollars for customers. The shift to data driven marketing still cannot realize itself solely based on online channels without a firm commitment and investment in a robust a marketing data intelligence infrastructure, the alignment of channel metrics, a dedicated analytics team and a belief that marketing intelligence will guide decision making.
Until we can quantify marketing investment by channel, segment, customer and tie it back to our business objectives- marketing will not gain the place in the organization that it truly merits.
Over the years I have spent a lot of time defining what happiness or fulfillment means to me. There are many things that make me happy: a great family, honesty, life long friends, a loving relationship, ambition, success, loving the work I do every day, strong beliefs.
I have been able to define true happiness for me as being true to who I am, to my ideals and my core values, and consistently being “me” at every moment of every day. Being true to me does not imply a need for external approval of “me.” Being true to me means requires resisting pressures to conform while being flexible enough to accept that the “me” of today will evolve over time and be shaped by the experiences that I encounter. Being happy with who I am allows me to experience all the things I love in an authentic way and remain positive about all the great things this earth has to offer.
I was recently introduced to Chris Guillebeau via Seth Godin’s Blog which I follow religiously. In discovering Chris’ blog I came across an article “The Decision to be Remarkable” and I was truly impressed. His article allowed me to realize that in addition to being happy by being true to “me” I should take it one step further and focus my energy on becoming a truly remarkable person through action.
Chris starts with a definition of remarkable: re•mark•able [adjective]: worthy of being noticed, especially as being uncommon or extraordinary. Remarkable is subjective and very different people can all be very remarkable at the same time.
He states that to become remarkable you must consciously decide to do so:
1-Stop Making Excuses; 2-Take Responsibility; 3-Start questioning rules and expectations; 4-Find work that you Love and do it Well; 5-Begin living your own life; 6-Take it up a level.
These are rules that I think everyone should live by whether or not they are seeking to be remarkable. They are not complex rules, not mysterious and not impossible but for those in pursuit of happiness.. they may be a good start.
I recommend reading the full article here.
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I’ve always been fascinated by blogs. Why would a person who would not dare discus politics and controversy with a hand full of people at a social gathering be so inclined to do so with millions of strangers online? What would compel a person to share the inner thoughts, opinions, and ideas, that were once confined to their diary entry, in the most public sphere? These all seem like valid questions and I am certain that I could start a healthy debate on the hows and whys for blogging. The truth is simple, Blogging has emerged as a powerful voice- even when it is anonymous. As more and more corporate Blogs surface there is no doubt that we should take it seriously. So today, after lunch with some great colleagues, I decided that it is time I stop procrastinating and start blogging. Stay tuned.
