Where'd My Gut Go?
I wish! These days, my gut is serving as a rather nifty iPad shelf...it keeps my wrists at an optimal angle for maximum touch screen typing. But that's another story.
I'm talking about some good ole fashioned marketing and sales support decision making. The kind you made with your gut. Yeah, it was equal parts experience, facts, statistics, luck, talent combined with a little bit of "which way's the wind blowing" today that went into all marketing communication strategies.
As silly as it sounds, I'm somewhat serious. The playing field has really changed. I'm flipping through this month's DMNews and it is littered with facts, statistics and descriptions of elaborately calculated direct marketing campaigns focused on results. Sounds good, right? Well, yes, for the most part. I, probably along with many others, have certainly turned much more into a "math guy" over the last few years. Fortunately, along with my creative background, I actually had an education in finance too. So, for me, combining the two wasn't too much of a stretch. Nor did I have to have my arm twisted to become a believer in "the numbers".
But as a marketing communications company, I can't help but see how everything has become much more robotic. It's "smart", but it lacks "feel". It reminds me a lot of baseball and how it seems like the most desired scouts nowadays rely as much on their spreadsheets as they do their instincts. It's still a game of numbers, but now RBI's, HR's and ERA aren't as important as OBP, OPS and WHIP. It may be "smart", but, for some reason, it just doesn't feel right.
Whether you plan on integrating personalized direct mail or promotional imprinted products into your marketing mix this year, make sure you're focused on measurement and results. While you're at it though, don't forget to at least take a listen to the one source that has, for the most part, always steered you in the right direction. Your gut.