Look around you. Look at everything. All is marketing. And marketers continue to come up with new ways to market their clients’ messages to the world. Because they must. Because their clients must make money to survive. Their products and services need to get in the hands of the right people. This is how the world works. All of us understand this.
So marketers speak of engagement and immersion. Marketers try to move beyond cherished but outmoded metrics while desperately clinging to other equally outmoded metrics. And as touchpoints increase, and technology evolves, and consumer behavior changes and shifts and morphs, marketers must come up with more and more sophisticated means with which to engage with the marketplace. That results in a lot of messaging. And it’s pushing a lot of stuff.
But now marketers are starting to hear more and more about noise and, in apposition, quiet. Consumers are starting to crave quiet spaces. And when they say that, they mean “free from marketing.” There is no other way to say it.
Quiet is the new luxury. Of course, we know that everything can have a marketing angle. Even quiet.
What would help, maybe, is if marketers thought up their campaigns outside of their own content bubbles. Forgo the focus group and just take a walk outside. All too often, marketers create campaigns by ignoring the real world – and all the marketing in it – to concentrate on their own content ecosystems. In a race for eyeballs, marketers forget everything else those eyeballs see. Put it this way: did your high school teacher or university professor ever consider the amount of work their colleagues were saddling you with while they themselves were piling work on you? Not really. Did you resent them? Yes. Each bit of homework was necessary. But all of it at the same time was a recipe for late nights, no sleep and a lifelong addiction to caffeine (best case scenario). Or burnout.
In marketing terms, we tend to forget the context of our messaging. Smart content is context smart. And bad content is, in the simplest terms, bad service.
Because service is the height of marketing. And here, an old-fashioned notion, that of “added value,” should remain top of mind. Why? Well, we all know, deep down, that consumers don’t care about any of the world’s brands. Consumers only care about a particular brand if it improves their lives. If that brand adds value. To them. And once a brand stops adding value, the consumer moves on. Cuts through the noise. To find something else they value. And a brand that values them.