Numbers, graphs and tables the marketers new best friend – and rightly so to inform decisions. Are we placing too much emphasis on them though?
If you know the film the Matrix you’ll know that the premise of that blockbuster is that the reality we think we know is actually a computer generated world. In the meanwhile every human on the “real” Earth is a slave to a massive alien race which is using the “power” of the human body to carry on their evil empire…or something like that.
Just stop there for a minute as you peruse the latest set of data or analytics on your increasingly full desk (so much for the paperless office of the future).
Think about the last time you were discussing your latest results on your website/ ecommerce shop or any other digitally based campaign. No doubt you talked about reach, clicks, views, bounce rates, engagement and social likes. If it went anything like the conversations I often have with clients, partners and peers then it probably involved analysing how to increase these various indicators.
Let me ask you this…did you ever once refer to the human sat at the other end of that machine?
Seriously, when did you last analyse your data and then analyse the people you are trying to influence at the other end of that mouse, touch pad or even the end of that finger pushing the coded buttons on your latest campaign?
I’m often asked how a digital campaign can get better results, can we use this system or that system or (and the digital marketing experts reading may just let out a sigh at this one) I’ve seen such and such talking about this – why aren’t we using it?
What tends to get lost sight of in these questions is that, yes there are many many systems, techniques and tricks that can aid in the success of your digital marketing campaigns, but what matters most is the human at the end of that screen.
In digital marketer terms the internet really isn’t just a set of computer across the world, it’s a set of human beings interacting, searching for knowledge and downloading or buying all kinds of interesting (and strange) things.
So next time you’re discussing clicks, views and engagement, remember each of those interactions has a human being at the end of it. It is your mission to talk to them, make them smile, make them feel loved, entertain them and create a desire in them. Only then are you allowed to talk data.
Simon Brooke is a Director and creative thinker at Happy Creative, a strategic marketing and creative branding agency based in Blackpool, Lancashire. To learn more or contact us please go to www.happy-creative.co.uk or @Happy_Creative
Please enter your email to subscribe to the Happy blog
Paid social media can be a brilliantly effective yet low cost form of lead generation, and it’s a great way to extend your reach, drive website traffic and generate likes and shares.
We’ll take care of setting up and managing your paid social media accounts, ensuring your spend is carefully targeted. Then we’ll provide clear, transparent reporting so you can keep refining the strategy to make your ad spend even more effective.More about Paid Social Campaigns
All the tweets and posts in the world won’t help generate leads unless there’s some strategic thinking behind what you’re doing.
We’ll help define the right social media strategy for you, so that you’re on the right platforms, saying the right things to the right people at the right time to generate the right leads.More about Social Media
Marketing is bit like those huge, swirling flocks of starlings you see from time to time. Individually your brochure, email, ad, meme or gif may not change the world.
But when you join them together and ensure they’re all heading in the same direction, you have the power to stop people in their tracks.
We design communications that help build a consistent brand and convert more leads to sales.More about Design & Brand Building
Your website can generate leads in so many ways. Informed content. Strong calls to action. A simple, natural journey from ‘Hi there!’ to ‘Buy now’.
Yet websites are never ‘done’. They need to keep evolving to keep pace with your customers’ expectations, so we’ll be with you for the long haul to keep tweaking, refining and growing your site – and to deliver the PPC campaigns that help drive traffic towards it.
Because when your website keeps working to understand and speak to your audience, you’ve got more chance of converting.More about Websites
There’s a knack to ensuring your business is seen in the right places at the right time. We’ll build your PR profile across the mix of channels that’s right for you (from press to social media to events) and use our contacts to spread the word.
So when your customers are ready to buy, it’ll be your brand they think of first.More about PR & Content