The assumption of inbound marketing is that everything is measurable and trackable in a tidy funnel. But many things that are important in marketing are not measurable – and those that are trackable tend to incorporate bad or incomplete data.
Product marketers took an inbound marketing course, grew pretentious man buns, and rebranded themselves as “growth hackers”. They thought that they could analyse marketing data to determine the precise “buyer journey” and optimise every step along the way.
But human brains do not work that way. Straight lines do not exist in marketing. If you think that our minds process everything linearly and logically, just remember your dreams from last night. As DDB New Zealand stated in the New Zealand Herald earlier this year, the latest research shows that companies need to make brands famous with distinctive advertising and publicity, remember that irrational feelings are more important than logical thoughts, and focus on long-term strategy rather than short-term results.
It’s a really good opinion piece, and drove me to consider that creativity rules all.
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