In an age of social media, the art of marketing is still likened to that of Copperfield in that it can distort reality in only the way a photo or video can.
The lens sees everything, and yet it sees nothing, but whatever it shows you is the truth.
I told one of my clients who wanted more banner real estate, “If your website is so good and so useful, why do you have to advertise it so much? If your service is so fantastic, won’t your customers notice and tell others through social media?
Marketing and advertising are tools that can shift perception and distort reality. Under this logic, if you don’t treat your customers well, you need to more heavily advertise that you love your customers and that you really care about them. Thus, marketing and advertising are rarely about presenting who you actually are but rather about painting a pretty picture of who you want your customers to think you are.
WHETHER MARKETERS AND ADVERTISERS LIKE IT OR NOT, THAT MODEL IS BEING TRANSFORMED. IT IS NOT BEING TRANSFORMED BY ORGANIZATIONS BUT RATHER BY CUSTOMERS WHO ARE TRYING TO SEE PAST THE HALF-TRUTHS OF MARKETING. THEY ARE FORMING GROUPS ON SOCIAL MEDIA AND COLLABORATING WITH EACH OTHER TO SEE WHAT UNBIASED CLIENTS REALLY THINK. IT IS TRUE. YOUR BRAND IS WHAT PEOPLE SAY ABOUT YOU WHEN YOU ARE NOT IN THE ROOM.
Customers are fundamentally lazy, and for those lazy ones, then perception is reality. They will not find out if there are differences, so marketing does work in the long run. If you are the real deal, then the social groups will blow you up free of charge.
Marketing addresses the first 2 of the three main client groups:
- I never heard of your product or service
- I heard of it, but I have no idea what it is about, just tell me
- I heard of it, but are the claims really true about your product or service (NEW with ease of social media)
The bigger question to product and service owners is what happens when the last group becomes large. Are you ready to face the truth? What does your brand really say? Is your brand matching your marketing, and is perception really equal to reality?
Stephen Choo Quan
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