A cry from the crater of a „communication atomic bomb”
There are two seemingly irrefutable statements that everyone knows by heart about marketing (and both are wrong). One is a piece of bullshit attributed to an American businessman, John Wanamaker, claiming that half of the money spent on marketing/advertising is wasted, we just don't know which half. The other statement is even more blunt: Bad advertising is still advertising. I have read this latter countless times in recent days regarding the infamous statements of a domestic fitness guru.
„Marketing trick, advertising gimmick, bad advertising is still advertising, conscious marketing action”
- unfortunately, these opinions are becoming increasingly common regarding such and similar activities. The fitness guru himself perhaps articulated it most eloquently, simply comparing his performance to a „communication atomic bomb.” But what does this have to do with advertising or marketing?
Nothing. Or rather, very much. For years, this is how marketing and advertising have been integrated into public discourse and become a dirty word. Thus, poor performance becomes synonymous with everything that is market-like, deceitful, sensationalist, and manipulative.
Yet, marketing has as much to do with such „dropped communication atomic bombs” as vitamin C has to do with curing cancer (just to stay on the Schobert line).
We could say that we, marketers, wash our hands of this, that we have nothing to do with it, but unfortunately, that's not the case. For many years, we learn the theoretical foundations of our profession (again and again), so that later, as beginners, step by step, we can also try out the knowledge we have acquired in practice. We learn the written and unwritten rules of the profession, and after a lot of painful mistakes and errors, we try to step over them. So far, so good, as all this is necessary for our professional development.
But are we sure that we always consider what we sacrifice in the battle for a sustainable competitive advantage?
- Do we take into account the needs of our consumers?
- Do we illuminate the brand values, or do we just sell them off?
- Do we truly see our consumers as our spouses? Do we convey value to them?
Or do we cash in our acquired knowledge at the altar of short-term goals?
There is no marketing without humility. To understand consumer needs, several very sensitive skills are essential. One such skill is empathy (which we rather call insight in marketing. It means that we „move into” the consumer's head and learn their feelings and thoughts). This is just as important as understanding brand values or the market.
Ultimately, this game is just as much about respecting the brand as it is about the consumers.
In an age of instant success-promising customer magnets, know-it-all pundits, Coelhos spouting Great Professional Truths, and shameless, loud communication-pushing marketing snake oil salesmen, professional humility and integrity must become increasingly important. With heart and soul, but arguing professionally, we must rebuild the reputation of the marketing profession on scientific foundations. We need to climb out of this crater as soon as possible, for fear that we will remain at the bottom forever.
