In preparation for a discussion called “Marketing Heresies,” which I’m instigating at tomorrow’s UnSummit “unconference,” I’ve tried to jot down a few statements that I hope will spark some discussion. I’m sure I’ll be shouted down on some of these and taken to task on others for lack of evidence, but hey, heresies are beliefs (albeit unpopular ones) not facts. So, here goes. Comments are welcome. And I’ll be sure to let you know what kind of response I get from the other attendees. Hopefully pitchforks and torches aren’t involved.
- Viral is a fool’s game – If you’re going to chase a tail, chase the long tail.
- Creative doesn’t matter - Relevance trumps creativity every time.
- Control is an illusion – Brands aren’t manufactured in creative factories but cultivated in fertile fields. Use lots of manure.
- Perfection is a sickness unto death – While you were calibrating the color in your brochure, another two competitors just went to market. MP3s are good enough. Be good enough.
- Reverse the direction of loyalty – Customers aren’t loyal, they’re just passing through. Don’t try to make them stick around. Instead, travel with them.
- Postpone ROI. Embrace R&D – Listening is the first half of the journey. And until you do so, how can you be sure what your next move is?
October 6th, 2008 at 4:43 pm
I don’t think I could say that creative doesn’t matter! I could be persuaded to believe that creativity comes after relevance. People aren’t going to care about how creative you are if you’re talking about something they don’t care about. I also don’t think a final product should be “good enough.†That is not good enough. I don’t want to buy something that is “good enough†– I want something that is better than the rest! That makes me feel better than the rest! If you’re talking about getting a new Web page live that is good enough until you can deliver the final outstanding Web page, then yes, “good enough†will do. I see good enough as temporary, not the final product.