October 11, 2007
People are People, Part II
In Part I, I talked about the diminishing distinction between B2B marketing and B2C marketing, and how getting the right message to the right person at the right time blurs those traditional boundaries. I have a different thought on the same theme today, spurred on by Elly Trickett, who is DMNews‘ fantastic new Editor-in-Chief. Elly wrote a great editorial in the October 1 print edition of the publication that I just caught today entitled “Don’t Forget Your Consumer Side,” in which she recounted a speech she made to an audience of marketers where she asked them to come up with examples of trigger-based digital marketing they had received, and one member of the audience replied with the statement, “We’re not consumers.”
That’s just the kind of comment that gives the marketing and advertising industry a bad name, not to mention leading directly to bad practices.
When we as a profession treat the recipients of our messaging like numbers, we do bad things. We get excited about moving a 1% response rate to a 1.5% response rate (a 50% improvement!) without remembering that 98.5% of our messages fell on deaf ears from being the wrong message, to the wrong person, at the wrong time, sent in the wrong way.
When we as a profession figure out how to treat the recipients of our messaging in more of a Cluetrain Manifesto kind of way (that is to say, as humans, not as “targets,” “prospects,” “consumers,” or “users”), we do our best work. We engage our prospects and customers. We think of them as our audience, not as dollar signs walking around with bulls-eye targets on their backs. We push back when our boss asks us to crank out a rushed email message to make this quarter’s numbers look better when it goes against our better judgment.
So people are people. If you wouldn’t want to receive an advertising message that you are sending out…maybe it’s worth thinking twice about whether or not to actually send it out in the first place.