Sunday, November 25, 2012

Think First, Then Market

Some digital marketing feels too close for comfort.

Instead of a customized, helpful recommendation, it feels more like an alarming, creepy intrusion. Instead of an enthusiastic engagement between the brand and the customer, it’s another opportunity for companies to use new technology to interrupt people more effectively. Instead of orientating the company around what the customer needs or wants, it’s another online vanity exercise about what the company does. 

Instead of offering to change the world on behalf the customer, it’s a patronizing attempt to control what meaning consumers take from the brand. And instead of creating a brand that gives meaning to our experiences and communicates our thoughts and feelings with others, it’s visual pollution on an already littered landscape.

Think of it as a litmus test.

If it’s right for your business and not for your customer, it won’t work. If customer frustration outweighs economic benefit, it won’t work. If privacy violations overrule convenience, it won’t work. And if it induces a shiver in the user, it won’t work.

Think first, then market.