October 11, 2007

People are People, Part II

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.” Hogwash! 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 […]