What is the goal of marketing?
It’s a heady question. What are we doing? On Seth Godin’s blog, he talks about inbound calling. His point is that we should care more about this kind of interaction because it’s a permission to trust and engage. And yet, most marketers treat this moment by hiring the cheapest (or foreign) people. In other words, they don’t care about the interaction. Then Seth said this:
And I guess that’s my biggest point: the goal of every single interaction should be to upgrade the brand’s value in the eye of the caller and to learn something about how to do better, not to get the caller to just go away.
And I thought, yeah.
Since I talk a lot about social marketing as it pertains to brand, this is it. This is the goal:
“The goal of every single interaction should be to upgrade the brand’s value in the eye of the target”.
The interaction could be on Twitter, on a blog, on a TV spot, within a search term, on a poster, on a t-shirt, in a YouTube movie.
When the goal is clear, the tactics are wide open.
If a client calls and says, “Lets do a Facebook page”. Don’t say yes or no. Tell them you’ll take a look at “how Facebook will upgrade the brand’s value for our target market.” And charge them to figure it out (because that ain’t free).
We’re at a point whereby all media can be used, to some extent, to upgrade the brand’s value. Ask why. Do your homework, and convince your client (or boss) of the value. And if you get great case studies, share them.