Magic Beans
I don’t know what set him off, but marketing maven Seth Godin recently posted an article titled Magic beans, TV and the web.
Here’s the kernel:
"On the web, there are countless marketers just standing around waiting for someone to hand them the magic beans. And that’s the problem.
Marketing online takes too much measurement, patience, creativity, technical knowledge, flexibility, speed and authenticity. It requires too much thinking …"
Ouch!
He was contrasting online marketing to the "good old days" of TV advertising. But for an interesting exercise, read his entire post (it’s brief) and substitute the words "direct mail" each place he mentions "TV," and "mail" everywhere he says "ads."
Hmmm!
Do you agree … Is online fundraising a quantum more demanding?
Tom
2 responses to “Magic Beans”
Behavioral Science Q & A
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I absolutely agree.
Being successful on the web is a lot more demanding and requires comprehensive (integrated ) approaches. Just a few can master all the skills required.
Finally, the job demands hability to argue and win over ‘traditionnal” communication and PR people…
Philippe
I agree that effectively using the power of online marketing is considerably more complex than either TV advertising or Direct Mail.
However, I believe the root of that reality lies in our rapidly changing world of WAY too many choices (for EVERYTHING!) and WAY too many modes of receiving information being thrust upon human beings with ever shrinking attention spans, and time or even desire to think critically about what is coming at them.
It’s a bit like the early days of the web when everyone was putting up static websites that mimicked their organizational brochures.
Our technology is SO outstripping our evolution as users, consumers and inhabitants of the planet.