Marketing Technology Replaces Strategy

Marketing Technology Replaces Strategy

Marketing and advertising have been overtaken by their technologies. Early in my career, the Mac Computer brought Adobe software to graphics brilliantly. In fact it became a common complaint by designers that “Anyone with a Mac thinks they are a designer.” i disagreed. It truly made them a designer, just not as effective as one as many seasoned professionals.

That fact has spread to much of marketing and advertising these days. An ability to manage the technology of marketing is replacing the need for strategy. Digital and Social media technology can be more effective quickly than a sound marketing strategy. Sure it isn’t as long-lasting, but in this day of quick results, short lived results aren’t even considered in many instances.

New technologies, incorporating the digital world in almost every instance, can strike so fast, that their immediate results can be mistaken for strong brand building very easily. The ability to gain fast results maximizing digital technology are often considered more effective than a name like Kleenex owning the facial tissue world to the extent that its name means the same as the category. Think of it…Kleenex still means facial tissue, but where has any social media campaign lasted? I can’t even think of one, can you?

Technology is a tool to execute a sound strategy. None of the great marketers of years ago ever led by a technology. They used technologies to move a sound strategy forward. We saw the Marlboro Man in magazines, on billboards and on TV. The strategy was what was important. The tools used to advance it were just tools. It seems that those good at the tools are overtaking the strategists who should be leading campaigns. That is true on all levels. Large and small.

Sides of the Brain

Sides of the Brain

I always get a kick out of the concept that good marketing marries the right and left sides of the brain. Because just doing that is easy. The hard part, but more effective is in marrying the outside and inside of the brain.

The comparison between the creative right side and analytic left is really quite minor. Both are part of the neocortex, the new, fluffy part of the brain.

The neocortex overall, understands language, math, and those characteristics that modern man holds over competitors.

But the Limbic brain holds memories, trust, and is used to make all decisions. When you feel something in your heart, or in your gut, you mean the primitive Limbic brain. It counts on your history.

When primitive people came upon a fruit orchard, they satisfied their hunger then went on. If they came upon another area with many of the same fruit sources, they expected similar results. They couldn’t start looking after they were hungry, instead, signals were produced that sent them to copy the success of the last place into this new, similar area. They learned based on their own success and an ability to trust that success.

The same continues. When you list your equipment, and talk about the sizes of product, or number of colors, our neocortex understands it, but it doesn’t make buying decisions. You succeed with clients when that client trusts you. Look to build that trust. Your equipment list doesn’t matter.