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How You Know When You’ve Met ‘the One’
Elisa Steele / ClickZ / July 8, 2013
We often think of the digital marketing discipline as the science of using digital engines to deliver messages – and we work hard every day to drive innovation in those engines. But digital marketing has to be about so much more. In today’s world, great integrated marketing has evolved to a careful mix of art and science. Art that creates distinction and science that drives measurement.
These digital “engines” have increased our ability to measure marketing results. But they have to be leveraged as two-way channels that deliver and enable conversations, create experiences, and capture the reaction to those experiences. This is the best way to get to know our users, customers, and partners. Research can provide great insights. But sometimes it’s like asking your friends what another person is like…you may need to interact with her directly to understand what she’s all about.
To show you what I mean, let me walk you through a short story:
He knew it the moment he set eyes on her. Walking through the town square on that Sunday afternoon, he had a feeling he’d found exactly what he was looking for. With excitement he thought, “Could this be…the one?!”
By the third visit, she knew his name and what he liked. In fact, there was a personalized gift basket ready and waiting with the items she knew he preferred. That was the day when he finally decided to ask her out – and so the relationship went a step further.
He received a message from her. The message told him where to meet, and once he arrived he immediately felt like they’d known each other for years. The market was the perfect place to connect. He walked in and it was so easy, so comfortable. She shared a few stories that intrigued him and he in turn told her things about himself – his preferences, where he lived, what he liked, and how she could get in touch with him again. She listened to everything as if there was no one else in the world.
They’re still together today with a rich, rewarding relationship that will stand the test of time. He has eyes for no one else – why would he? They have trust and common interests, and he always knows what to expect. In his eyes she is the most wonderful person in the world.