The Illusion Of Marketing Perfection

June 3, 2014 7:24 pm


A thought for the day.

Marketing has been a little too quick to discard its gift for being gestural and approximate in exchange for the promise of being explicit and precise.

purchase_funnelReal human beings do not reside neatly in this part or that part of a purchase funnel.

We do not make entirely rational decisions about anything.

Even really great data will fail to paint a nuanced portrait: at best, it’s a cartoon.

Walt Whitman had it right when he said, “Do I contradict myself? Very well, then I contradict myself, I am large, I contain multitudes.”

Somewhere between 100%-seat-of-the-pants and 100%-data-driven there is a path that is simpler. That makes more sense.

I see some encouraging signs that we are beginning to learn how to harness Big Data in a way that allows for more serendipity, more discovery, more fuzziness in our logic. In short: more humanity.

If we can let go of some of our urge for marketing perfection, we might actually get good at marketing again.

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