When Marketing Feels Shallow, Go Deep.

 

Here's a sneak preview from my next contribution to Ad Age, Digital Next:

"The problem with marketing is that it often times doesn’t allow marketers to go deep, to gain an intimate understanding of human behavior.  We’re strapped for time, spread thin and torn between making our clients or bosses happy while trying to do what we think is right.  We’ve got access to the latest trend reports, market segments, personas and metrics.  We’re surrounded by smart, capable people who, like William Hurt’s character—know what they are doing.  But there’s a question we need to ask ourselves.  Are we making the time to walk in the shoes of the people we market to?  Are we willing to swim in the deep end?"

Read the full article:

Comments

[Chris Brogan...]

It almost feels antithetical to the practice. I know that's untrue, but that was my first response.

Imagine if marketers crafted their outreach to feel as intimate as trying to educate a specific loved one they cared about deeply.

[Seth Gray]

Yes! I like to think of marketing as telling stories. To tell a good story-- a compelling one that people remember-- it's imperative that you understand your audience. But "understand" isn't strong enough... time to bust out the geek in me... you have to grok: http://en.wikipedia.org/wiki/Grok

[BLarner]

David, how right you are. Utterly and totally.
I'm sure you've already heard the saying,
"always time to do it over, never time to do it right."

best,
bonnie

[Steve Cunningham]

David - can't wait for the full article. Thanks to guys like A.G. Lafley over at P&G, this approach is being used in the design of products as well. Imagine if an entire product team could get together on this?

Chris - great way to think about it. Imagine the difference between your approach and the guy from the MSN commercial (http://www.youtube.com/watch?v=heSudg-tfIk).

Seth - thanks for the new word (new to me anyways)!

[Lewis Green]

David,

Just read the full article. I hadn't thought about paying attention to customers in terms of empathy before, but I like that word.

Of course, the concept is older than me (and that's old). It's always about the who, not the what. It's always about them, not us. Feel and understand customers and employees wants and needs, and brand building and marketing are much more likely to succeed.

As always, congrats on a wonderful post.

[Ken Stewart]

David, great article. In my world, I live to connect people using technology - and have realized that sometimes it is better to just connect people and get technology out of the way.

In this, empathy is the only way. I can only understand how to solve your problem if I have lived your problem.

Spot on!

I did have a question... what is the difference, in your opinion, between experience and immersion? I would think these are 1 in the same?