The most famous of marketing adages: “I know I’m wasting half my ad budget. I just don’t know which half” has been attributed to about a dozen famous marketers since the last century. But its sardonic pith if anything is more relevant today. And judging by the ads we see and the frenzy over social media– the ratio is getting worse. Social networking promoted as though it were an end in itself is the biggest current vein of marketing fool’s gold. Focus on social media or any media out of all proportion to one’s message, is, well, out of proportion. It’ll be rectified soon enough because of the no-longer secret that there is no discernible ROI in having a massive Tupperware party, but not bringing the Tupperware. But a lot of budgets and careers will be wasted in the meantime. The power of an idea whose time has come will still vanquish anything in its path for those who still understand the common sense of the matter. A marketer’s #1, #2 and #3 job is to find the difference that makes the difference– the singular value that makes you the first choice everyday in your category. Without that, the mechanics of media alone are like an engine without gasoline. Won’t go anywhere.
The great advantage and great brands will go to the difference-makers. Always has, always will.