Lack of Control Scares Marketers

A while back, in one of our thousands of discussion about DóndeEs.com, the Internet, and marketing in Puerto Rico, Jose came up with a great observation. I guess I had forgotten it, because when I read a recent post by Seth Godin, I immediately remembered his comment.

Puerto Rican Marketers Scared of Internet Advertising
Jose's comment was that local marketers mistrust (read fear, because we all fear what we don't understand) the Internet because they can not control it. That's exactly Seth's point, which he makes in a slightly different way. Often it's only when we are presented with two (many) sides of the same problem that it takes hold. With the new perspective, we grok the problem. Seth says that the web doesn't care. He says (and he's spot on):

This [the Internet] is the first mass marketing medium ever that isn't supported by ads.

If a newspaper, a radio station or a TV station doesn't please advertisers, it disappears. It exists to make you (the marketer) happy.

That's the reason the medium (and its rules) exist. To please the advertisers.

But the Net is different.

It wasn't invented by business people, and it doesn't exist to help your company make money.

And then here's the real rub. Most marketers are only concerned in "helping" their client and collecting a commission. And in my opinion, nearly all companies are only interested in one thing, the survival of their company. Seth asks this question:
"How are people (the people I need to reach, interact with and tell stories to) going to use this new power and how can I help them achieve their goals?"
Or as one of my very favorite speakers and writers, Kathy Sierra, puts it in her blog "Creating Passionate Users", how are you going to make your users (your customers) kick ass? Because if you don't care whether they can or are kicking ass, I can assure you that they really don't care about all the kajillions of dollars you're spending to promote your brand, and therefore, don't really care about your products. Think about it!

Bonus: Need further proof? This other post by Seth shows how that marketers are so out of touch with how to really reach and influence consumers that they have stooped to advertising their advertisements. And for a double bonus, don't you wish we lived in a world that his fiduciary rule for big brand marketers were true?

Flickr Creative Commons Contributor: llawliet

2 comments:

Gil C. Schmidt

31 de julio de 2008, 09:37
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dijo...

Ignorance is not bliss to those who have to deal with the ignorant. What burns Me about the local marketing scene is that almost everybody (and I'm in that group) swear they understand the technology, but they don't. In My favor, I'm willing to ask more questions and actually listen. In their defense, their jobs are on the line and losing company money is a great way to lose a job. But that doesn't excuse not learning, or even copying, what others have done. In any case, We muddle along, a decade behind the cutting edges of new business processes and then wonder why jobs--and opportunities--are flying from Our shores to distant ones.

MC Don Dees

31 de julio de 2008, 18:05
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dijo...

Nice finish Gil, I couldn't have said it any better. And still we wonder, we wring our hands and throw up our shoulders and say "¡Ay Bendito"! Who will come and save our economy? Now where did I put Uncle Sam's number?