I read a post this morning from Seth’s Blog about direct marketing and measuring your advertising.
Since I’ve mentioned that I often read Seth’s blog, this isn’t super surprising, but what I wanted to point out is something that I have been beating around the edges of and Seth points out pretty specifically today…
Just because you can measure something, doesn’t mean that its worth a damn.
As we have gained access to more and more information, or ability to decipher and make decisions based on the information at hand has slipped.
Sure, you can say that because I have more information and I know what people want that makes it easier for me to give it to them.
Here’s the thing….
Remember when we all had Blackberries and PDAs and iPods and all types of specific devices….we didn’t know that we needed an iPhone or that it was even possible to put so many devices into one small device.
Or, remember the first time you took a saleman’s advice at the wine store…..you’d always drank Merlot, but you decided that you would listen and the guy turned you onto a nice Shiraz.
What I am getting at is that just because we as marketers have more information to work with, doesn’t mean that we can’t make decisions based on taste and shifting our potential customers’ line of site towards something new. Instead, its just as important that we do find incredible things and send them out to the world.
Even if the world doesn’t specifically say that they want it.