Numbers Don’t Hug Back: Why Marketers Must Rekindle Relationships
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Decades ago, marketing was more of an intricate tapestry woven with creativity, intuition, and human understanding. An art form, its rhythms were challenging to predict and even harder to measure. Marshall McLuhan once said, "Advertising is the greatest art form of the 20th century." This era of marketing relied heavily on intuitive craftsmanship, where success was often gauged by the lingering resonance of a campaign long after its curtain call. As another great mind, John Wanamaker, famously mused, "Half the money I spend on advertising is wasted; the trouble is I don't know which half." Such was the ambiguity and allure of marketing in days gone by.
But why did we call it an art form? Well, marketing has always had at its core the essence of understanding human behavior and forging emotional connections. This craft doesn't just stop at drafting strategic plans or crunching numbers. It extends to creating evocative brand standards, such as a logo or a poignant tagline. Marketing, as an art form, necessitates creativity and innovation at every step.
Fast forward to the last 15 years, and the landscape has evolved dramatically. With the advent of advanced analytics and metrics, the once prevalent ethos of relationship-building began taking a backseat. But let's pause and reflect: in the heart of every transaction, there's a human. Dharmesh Shah, CTO & Co-Founder of HubSpot, rightly points out, “Many companies have forgotten they sell to actual people. Humans care about the entire experience, not just the marketing or sales or service. To really win in the modern age, you must solve for humans.”
Just think back to a time when marketing was less about transactional metrics and more about cultivating genuine connections. Much like our counterparts in sales who've long championed the mantra of relationship-first approaches, we, as marketers, need to strike a balance. A balance where metrics coexist with the art of human connection, where data complements genuine conversations, and where analytics don't overshadow authentic relationships.
Building relationships doesn’t just foster brand loyalty; it nurtures brand affinity. It’s not merely about attracting eyeballs but about engaging hearts. It's the difference between a customer remembering your brand and a community advocating for it. The goal is to transcend from being a mere name in the marketplace to becoming a trusted partner in the consumer’s journey.
In essence, while the modern world has armed us with numbers, it’s the stories and connections behind those numbers that truly count. Marketing is and always will be, an art form that thrives on human connections. And in a world teeming with data and analytics, the age-old art of relationship-building remains as potent as ever.
