Blog 363 | Marketing Isn’t Evolving, It’s Dying
Whether you realize it or not, one of the skills that humans (even you) have honed over the millennia is your ability to differentiate between important information and noise to increase your chances of survival.
Noise is everything that you’re trying to ignore.
The signal is what you’re striving to hear.
You receive noise, but you search for a signal.
The signal is the relevant, meaningful information you’re trying to detect.
Noise is the random, unwanted distraction that interferes with the signal.
Noise is a TV commercial. Signal is the show.
Noise is the day-to-day fluctuations of the stock market. The Signal is a stock’s consistent performance over 20 years.
Marketing is noise, and marketing is all push. It’s all noise all the time. Is marketing as effective as it was ten or twenty years ago? As the world has become noisier and we have moved online, when everything we need is available 24 hrs a day, how effective is marketing?
Marketing isn’t evolving. It’s dying.
What drives sales? Interested people who want what you have.
What drives interest? Awareness. Ideally, people talking about you.
What makes people talk about you?
Starbucks made billions of dollars around the world, and they never marketed.
The local microbrewery in your neighbourhood sells a lot of beer without sponsoring a Super Bowl.
What makes people talk is an incredibly immersive experience. Marketing is bombarding someone with messages or talking at them. Staging an immersive experience invites your audience to participate and be a part of your brand. This is the start of a much bigger conversation, a conversation about the desires of the client rather than the businesses’ products.
Create an engaging, immersive experience; you won’t need to waste precious resources making noise.