Marketing is the manipulation of consumer’s choices through reasoning and emotions. When Economists, Accountants, Physicians and even Psychiatrists have a basic blue-print to follow in their profession; why are marketers left behind? Why is it that the only basic formula marketers have is nothing but a checklist of avenues (5P) but nothing on what needs to be done – like a Marketing Campaign Blueprint?
I’ll tell you why. Even assuming that someone named ‘R’ discovered such a formula that is sure to increase brand awareness, engagement, returns and every other measurable that every employee is responsible for and in doing so wins the Nobel prize (for once Mathematicians are more promiscuous than Marketers. In your face Mad Men!!). By the time ‘R’ walks up to the stage to collect the prize, the conditions would have changed and the formula be no longer valid.
But let’s assume we stop midway. Somewhere between a checklist of variables and the exact formula. Let us assume for a second that we can do that. Have a Marketing Campaign Blueprint with constants and variables to account for the radically changing consumers and environment while still giving enough direction to the marketers for their work.
All we have to do is learn from Anthropology and Psychology to create a marketing campaign blueprint that would not only reach the target customer base but would also engage them with strong, long lasting messages.
Next post covers some of the design principles from all around us that we can take lessons from to engage the consumers in a whole different level.