Today’s communication platforms cause marketers to focus on metrics and analytics more than ever. What re-assures me is seeing that fact balanced with the awareness that people still matter.
A few weeks back, I read this Blog entry from Rhonda Wenner (via Talent Zoo). The thought that human interaction is being taught like a new discovery is funny and yet instructive.
Leading indicators, such as wireless device providers promoting data over voice, are all around us. However, in marketing, PR, branding, etc., a campaign can be technically sound and still fail because it markets/promotes/communicates but people aren’t buying.
In previous entries, I have stated that having clean data and research is still valuable. But, the continued credence given to customer experience and employee relations shows that good, old-fashioned personal communication matters.
Marketers, especially small businesses, still seek “word-of-mouth” advertising. Surely, social networks and communities thrive on the infrastructure of real-time “virtual conversation.”
But, verbal or face-to-face conversation is still the art of the deal. One communicator in particular hinted at the importance of human interaction:
“All virtue is summed up in dealing justly.” – Aristotle
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