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The Mechanics of Marketing
Not so long ago it was exciting to be a direct marketer. If you had an ounce of imagination you were given free-reign to take that creativity and make something special. Those were the days when the piece itself held the power in marketing.
It used to be that the focus for a marketing campaign was fairly cut and dried. You either marketed directly to a male or a female. Granted looking back now on some of these ads we might wonder what the heck the marketer was thinking when he designed a campaign to begin with! They did however make an impression.
Previously a direct marketer only needed to devise an ad and then find a simple slogan or jingle that coincided with the graphics and copy. Bingo, companies were noticed and products were sold. Today that creativity is being stalled by the mechanics of marketing. No longer can a designer fly by the seat of their pants and create something significant without looking at analytics and metrics first.
SEO, PPC, ROI, B2B, B2C, PPL, SEP... Marketers now have an alphabet soup of mechanics to be aware of before they attempt putting pen to paper (or keyboard to computer). Creativity is now relegated to not only grabbing the attention of the public but to making sure every graphic works in multiple venues and every copy-written phrase is checked for keyword strength. Let us not forget that after all that, the campaign will be changed multiple times as it is tested again and again, looking for the strongest optimization before final launch.
Excuse me a moment while I react to all of that.
ARGH!
Google has given us many spectacular technological ideas. By being able to "rank" a website, drench the internet with banner ads and the ability to analyze website visitors to the nth degree, business owners are more informed about the results of viral marketing than ever before.
Clever software developers decided that it was not enough to only analyze web based marketing. Every day more and more technicians are devising software that tracks and analyzes emails, television ads, radio spots, direct mail pieces, subscriptions... The list goes on and on.
What I want to know is what happened to the creativity?
Reading an article online titled "Grab On Tight and Enjoy The Ride" sounds much more interesting than one titled "7 Ways to Increase Website ROI". Personally there comes a time when seeing a number in a title becomes off putting. Enough already! If a direct marketer employs titling that is unique but does not reference the keywords of the article needed for ranking purposes, then forget about being found through any common browser.
When it comes to inventiveness, today copywriters are the ones being creative in the direct marketing movement. Thanks to pay versus organic ranking strategies finding a two word phrase that depicts the idea of a campaign is easier said than done. Marketers are now in the position to construct three and four word phrases instead. Before long it will be five and six words as optimization keywords over-saturate the viral world.
Where does it all end? Will direct marketers ever again be allowed to let their imagination flourish? Is it possible that direct marketing campaigns shall once again be based upon originality and intrigue? Or will scientific and mechanical instruction be embraced instead.
It used to be that the focus for a marketing campaign was fairly cut and dried. You either marketed directly to a male or a female. Granted looking back now on some of these ads we might wonder what the heck the marketer was thinking when he designed a campaign to begin with! They did however make an impression.
Previously a direct marketer only needed to devise an ad and then find a simple slogan or jingle that coincided with the graphics and copy. Bingo, companies were noticed and products were sold. Today that creativity is being stalled by the mechanics of marketing. No longer can a designer fly by the seat of their pants and create something significant without looking at analytics and metrics first.
SEO, PPC, ROI, B2B, B2C, PPL, SEP... Marketers now have an alphabet soup of mechanics to be aware of before they attempt putting pen to paper (or keyboard to computer). Creativity is now relegated to not only grabbing the attention of the public but to making sure every graphic works in multiple venues and every copy-written phrase is checked for keyword strength. Let us not forget that after all that, the campaign will be changed multiple times as it is tested again and again, looking for the strongest optimization before final launch.
Excuse me a moment while I react to all of that.
ARGH!
Google has given us many spectacular technological ideas. By being able to "rank" a website, drench the internet with banner ads and the ability to analyze website visitors to the nth degree, business owners are more informed about the results of viral marketing than ever before.
Clever software developers decided that it was not enough to only analyze web based marketing. Every day more and more technicians are devising software that tracks and analyzes emails, television ads, radio spots, direct mail pieces, subscriptions... The list goes on and on.
What I want to know is what happened to the creativity?
Reading an article online titled "Grab On Tight and Enjoy The Ride" sounds much more interesting than one titled "7 Ways to Increase Website ROI". Personally there comes a time when seeing a number in a title becomes off putting. Enough already! If a direct marketer employs titling that is unique but does not reference the keywords of the article needed for ranking purposes, then forget about being found through any common browser.
When it comes to inventiveness, today copywriters are the ones being creative in the direct marketing movement. Thanks to pay versus organic ranking strategies finding a two word phrase that depicts the idea of a campaign is easier said than done. Marketers are now in the position to construct three and four word phrases instead. Before long it will be five and six words as optimization keywords over-saturate the viral world.
Where does it all end? Will direct marketers ever again be allowed to let their imagination flourish? Is it possible that direct marketing campaigns shall once again be based upon originality and intrigue? Or will scientific and mechanical instruction be embraced instead.
Grace O'Malley is the voice of Precision Analytics Group with 20 years of helping companies market their visions. Grace has a passion for marketing and communication and it shows. She infuses her blog with stories, showcasing marketing ideas and how they influence the public. See how she and the rest of the team can help you and your company. Visit us at http://www.Precisionanalyticsgroup.com or follow our blog at http://www.PrecisionAnalyticsGroup.com/wordpress.
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