From time to time, I find myself encountering someone that offers up some variation of the argument: “well, people will pay for it.”
Or, that argument’s cousin, “the numbers say…”
And, more and more, this argument is taking hold as the tenuous nature of the argument grows.
The fact is that numbers can lie or the story behind the numbers cannot tell the whole story.
The truth is that context matters.
That’s what is important to remember about marketing.
You aren’t just marketing according to numbers, though you do need to know what you are trying to achieve.
You are marketing to people.
In today’s world, that is truer than ever before.
For an agency or a brand, a well crafted and well-placed advertisement was more than enough to succeed. That time passed a while back.
Now you see that the more ads that don’t work, the more ads that get placed on radio, TV, print, online, wherever someone will put an ad.
But they work less and less.
Part of that is due to people being overwhelmed.
But another part of that has to do with the fact that the ads are meaningless, not focused on someone in particular.
Because part of it is that you don’t win customers by being the loudest, you win them over by being the one that tickles their needs the best.
The numbers based marketers might just throw up their hands and move towards doing more of whatever it is they are doing. The argument will fall into, “we just don’t have enough exposure.”
Reality is likely that no one cares.
Because managing by the numbers can make you feel good, but what you offer is often soulless.
In today’s world, people don’t want soulless. They want professional and personal.
Managing by the numbers won’t help you there.