To improve Marketing, part of it must perish.
Posted: Sun Dec 22, 2024 5:45 am
In his book “Antifragile”, Nassim Taleb talks about antifragility, as a characteristic of certain systems and things, which are not only resistant to external impacts, but also benefit from them.
These antifragile systems are characterized by being made up of other components or subsystems that are fragile.
The interesting thing is that these fragile subsystems, when they die, feed the main system, nourishing it with a value that it did not have before. That is, they strengthen it, improve it.
In my opinion, marketing has proven to be an Antifragile System, made up of totally fragile subsystems. All those variants, fashions, trends, good practices that have been the subject of books, conferences, seminars, etc., and that over time have disappeared or mutated. Everything has contributed to the fact that today we have a vision of marketing that is almost omnipotent. To the point that everything seems to be “taken over” by marketing.
Which part of marketing is causing the noise:
Marketing thrives on the need to generate value in commercial proposals to attract the largest possible number of customers.
Marketing is at its initial base an attraction mechanism.
And in this sense it has become increasingly important because companies are increasingly challenged to attract potential customers, because markets are increasingly competitive and therefore it is becoming increasingly difficult to attract them.
This increased competition makes it increasingly difficult to differentiate and attract customers. Brands are literally in a war for the attention of people who are increasingly prepared to ignore messages .
Companies are responding to this in the most basic way: the bigger the barrier, the louder the noise. In 2022, the war between brands is often a competition to see who can shout the loudest.
This war is seriously affecting the ecosystem in which marketing operates. Online communication channels are becoming saturated with irrelevant, unwanted, unsolicited and unexpected messages that do not add value to those who receive them.
In many cases, communication is nebulous and does not cross the attention barrier, although it leaves noise preventing other, even better-crafted messages from reaching their destination.
Marketing is harming itself, building barriers with the noise it generates.
This idea led me to think that in order to improve marketing, we must kill a part of it.
Which part specifically?
The one that makes noise and does not deliver value.
Yes, we must “kill” the part of marketing that is making malaysian numbers noise and not adding value.
How to kill marketing noise?
1. In principle we must separate NOISE from VALUE.
We must understand which metrics really give us value.
And for that we must think about it from the client's perspective.
What gives value to the customer at each stage of their purchasing process?
How do I make my client's discovery process better?
How do I give you more clarity on your problem and how to solve it?
How do I give them information so they can make better decisions in their purchasing process? Even if “making better decisions” means they don’t buy from me.
That's what value is all about. Putting yourself in the customer's shoes and giving them the best they can.
2. Questioning and introspecting
Are we really sending valuable messages and content? Or are we constantly hyping ourselves up about how great we are and our products?
3. Focusing on metrics that indicate value for the customer
Are our marketing actions and decisions based on vanity metrics? Or on data that tells us our customers are enjoying what we offer?
No company is going to sell more because it generates more followers on a social network; that data in itself does not add value.
What adds value is seeing if the content we are generating on these social networks and through which users follow us is related to our commercial proposal and is making us grow, either in positive positioning or in generating new clients.
4. Evaluating what we are sending to the System.
Another aspect to analyze is the quality level of the content we are publishing.
Is it content focused on real people with real problems?
Does it help solve problems that customers really have and suffer from?
Does it provide a new perspective for thinking about solutions? Is it based on your own experience?
5. We are sending to the right person
We must also eliminate all content that is not relevant or requested by the user. For example, in emails, stop sending unsolicited information, stop sending commercial information to people who did not ask for it. Dedicate ourselves exclusively to sending educational content that can help that person. Free content at no cost so that they can understand that we are a potential ally in solving their problems.
To do this, we need to filter our databases and take the time to remove from that database those clients or contacts that are not potential clients or that do not fit our client profile.
In this way we will also be eliminating noise since we will not be contributing to sending messages to people who do not need them.
These antifragile systems are characterized by being made up of other components or subsystems that are fragile.
The interesting thing is that these fragile subsystems, when they die, feed the main system, nourishing it with a value that it did not have before. That is, they strengthen it, improve it.
In my opinion, marketing has proven to be an Antifragile System, made up of totally fragile subsystems. All those variants, fashions, trends, good practices that have been the subject of books, conferences, seminars, etc., and that over time have disappeared or mutated. Everything has contributed to the fact that today we have a vision of marketing that is almost omnipotent. To the point that everything seems to be “taken over” by marketing.
Which part of marketing is causing the noise:
Marketing thrives on the need to generate value in commercial proposals to attract the largest possible number of customers.
Marketing is at its initial base an attraction mechanism.
And in this sense it has become increasingly important because companies are increasingly challenged to attract potential customers, because markets are increasingly competitive and therefore it is becoming increasingly difficult to attract them.
This increased competition makes it increasingly difficult to differentiate and attract customers. Brands are literally in a war for the attention of people who are increasingly prepared to ignore messages .
Companies are responding to this in the most basic way: the bigger the barrier, the louder the noise. In 2022, the war between brands is often a competition to see who can shout the loudest.
This war is seriously affecting the ecosystem in which marketing operates. Online communication channels are becoming saturated with irrelevant, unwanted, unsolicited and unexpected messages that do not add value to those who receive them.
In many cases, communication is nebulous and does not cross the attention barrier, although it leaves noise preventing other, even better-crafted messages from reaching their destination.
Marketing is harming itself, building barriers with the noise it generates.
This idea led me to think that in order to improve marketing, we must kill a part of it.
Which part specifically?
The one that makes noise and does not deliver value.
Yes, we must “kill” the part of marketing that is making malaysian numbers noise and not adding value.
How to kill marketing noise?
1. In principle we must separate NOISE from VALUE.
We must understand which metrics really give us value.
And for that we must think about it from the client's perspective.
What gives value to the customer at each stage of their purchasing process?
How do I make my client's discovery process better?
How do I give you more clarity on your problem and how to solve it?
How do I give them information so they can make better decisions in their purchasing process? Even if “making better decisions” means they don’t buy from me.
That's what value is all about. Putting yourself in the customer's shoes and giving them the best they can.
2. Questioning and introspecting
Are we really sending valuable messages and content? Or are we constantly hyping ourselves up about how great we are and our products?
3. Focusing on metrics that indicate value for the customer
Are our marketing actions and decisions based on vanity metrics? Or on data that tells us our customers are enjoying what we offer?
No company is going to sell more because it generates more followers on a social network; that data in itself does not add value.
What adds value is seeing if the content we are generating on these social networks and through which users follow us is related to our commercial proposal and is making us grow, either in positive positioning or in generating new clients.
4. Evaluating what we are sending to the System.
Another aspect to analyze is the quality level of the content we are publishing.
Is it content focused on real people with real problems?
Does it help solve problems that customers really have and suffer from?
Does it provide a new perspective for thinking about solutions? Is it based on your own experience?
5. We are sending to the right person
We must also eliminate all content that is not relevant or requested by the user. For example, in emails, stop sending unsolicited information, stop sending commercial information to people who did not ask for it. Dedicate ourselves exclusively to sending educational content that can help that person. Free content at no cost so that they can understand that we are a potential ally in solving their problems.
To do this, we need to filter our databases and take the time to remove from that database those clients or contacts that are not potential clients or that do not fit our client profile.
In this way we will also be eliminating noise since we will not be contributing to sending messages to people who do not need them.