No One Cares, You Are Doing It Wrong, And That Is Awesome - Jobs
Marketers are confused these days. The things that have worked for decades aren’t working anymore. Can you imagine if you worked for 30 years in your given vocation and then, almost over night, all the rules changed?
In truth, marketing is only now becoming what it truly should havebeen - a conversation. Less lies, less spin. Marketers have beenshoveling marshmallow fluff down the mouths of Americans and tellingthem it’s broccoli. And suddenly, as quick as you can confusemetaphors, we find that the emperor has no clothes.
I admit I’ve been frustrated with the old-school marketers. “What iswith these guys, and why can’t they get it together?” But that’s notfair. Their whole world has shifted beneath them. Icame to a better understanding watching a recent Robert Scobleinterview with IBM engineer Mike Moran. (I highly encourage you tocheck it out: Robert Scoble’s interview with Mike Moran. It’s only 12 minutes long and well worth your time.)
Moran gives a cogent explanation of why marketers are having such adifficult time in the new web 2.0 environment. Here is a small sample:
“The change that’s really happening is you have to learnhow to attract people to your message rather than pushing it at them.You have to figure out how you’re going to listen when they talk back.And you also have to watch what they do. Those three things are reallycritical because once you do them, you have to figure out how torespond.
Those three things are really critical because once you do them, youhave to figure out how to respond. When I say ‘Do it wrong quickly,’it’s not you trying to do it wrong, it’s that you kind of admit thatwhat you’re doing is probably wrong because it usually is. And then youhave to look back at the feedback from your target market to see howfar off it is so that you know what to do next. And that’s really atough change for a lot of marketers.
That seems really simple, but think of it: a whole industry haschanged in a matter of what, less than a decade? That is prettyoutstanding. It’s going from monologue to dialogue, from lecture toconversation, from directing to caring, from crossed fingers to metrics.
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