Marketers have become lazy. You’re lazy. I’m lazy. We’re all lazy. But, it’s not entirely our fault. Whether we realize it or not, the world has changed around us in ways that promote lethargy. Innovation has become a race to “efficiencies,” which is simply code for doing more with less effort. And while that may sound great to a society constantly feeling crunched for time, the long-term effects can be severely damaging to the current and future generation of marketers.
“Alexa, make coffee.”
“Alexa, turn on the living room lights.”
“Alexa, buy detergent.”
If at home we can’t be bothered to brew our own cup of coffee or heaven forbid, flip a light switch, we’re certainly not going to be motivated to leave our desks in order to build a brand.
Marketers have been fooled into thinking that they can do everything from the comforts of their computers…except they can’t. There is more to a brand than social media, and yet that truth is being lost in the ease and convenience of Twitter, Instagram and Facebook. The brand marketing versions of “efficiency.” And if we’re not careful, it’s only going to get worse. Marketing departments around the country have turned themselves into glorified digital newsrooms, focusing primarily on social media at the detriment of what was once called a “marketing mix.”
Ideas become sticky through two ingredients: consistency and frequency. Meaning, telling one consistent brand story and delivering that message over and over from a variety of touchpoints. Here’s the problem with social media today, there is no consistency. According to Sprout Social, 70% of Instagram posts are not being seen at all. Here’s the other problem, if the only channel you communicate through is social media, your message becomes white noise. There is no variety, which leads to a tired and expected narrative. In the same way that personal trainers encourage their clients to “shock the system” by constantly changing their workout routines, marketers need to relentlessly hit their audience with messages from multiple platforms. ‘Surprise and delight’ is a tried and true marketing technique that is being lost on today’s advertiser. Today’s technique reads more like ‘expected and boring.’
If you want to build a brand people remember, feel and are encouraged to talk about, get out from behind your desk and stop relying entirely on social media.