Make Marketing History

The views of a marketing deviant.

Saturday, May 19, 2007

Humans Change.

Technology Changes, Human's Don't is today's proposition with which I disagree. Of course people change. Maybe not at some deep atavistic level but since when, thank goodness, have the majority of people in modern times had to (or chosen to) resort to their primeval insitincts? No, over time, both collectively and individually, people change.

Ten years ago, most people didn't crave myriad "friends", constant communication or fame. Today huge numbers do. Driven there by technology, media and socialisation.

So it is crucial to acknowledge that, at some level, people are constantly changing, albeit perhaps not for the better. The key for marketers is to nurture that change; to variously promote, shadow or follow that change; but crucially not to push that change beyond the point to which evolving people are comfortably willing to stretch.

Humans change. The real point is they have to want to do so.

2 Comments:

Blogger mktackabery said...

I absolutely agree, and I think the desire to change is the most crucial, basic marketing hot button of all - I want to be thinner, prettier, better, smarter, richer, etc - these are all about changes. People change every day. Ignore that at your peril.

2:34 PM, May 19, 2007  
Anonymous CK said...

actually, people change all the time and usually, sporadically (divergence). Believe it was Gladwell that wrote "we overestimate what happens in the short term and underestimate what happens in the long term" he was talking 5 years vs. 10.

10:45 PM, May 19, 2007  

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