What is it going to take to realize there’s a better way to do things?
It strikes me as odd that we’ve taken the old style of mass marketing, which itself has been competing for attention and eyeballs for years, and simply moved it over to digital marketing – and then, to make matters worse, have transferred that to social media. If we weren’t satisfied with the results we were seeing in the primary model, what makes us think that repeating it elsewhere would solve our problems?
Marketers are constantly testing, assessing and doubting advertising on social networks, but rather than questioning the platforms, shouldn’t we be questioning the methods? We spend so much time trying to target the right audience through demographics, psychographics, behavioral targeting and other market research methods, and then we put our messages on the platforms that reflect these figures.