It’s funny and a little strange how bits of information collide to make us believe that we really can draw a conclusion about this, that or the other. Life these days is a bit like zooming around in the supercolliding superconductor gadget that the Swiss built. We’re moving at speeds approaching the velocity of light and God only knows what will happen if we run into a wayward quark or hadron or something like that. If we’re not really careful about the whole thing, we could blow up the whole dang universe (for real, check this out).
Poor Richard paid a visit to some of his favorite folks in the advertising world the other day. Perhaps that’s a bit broad. Like the printshop behind the red awnings on Poplar Street, my good agency customers exist and attempt to survive in the rarified atmosphere that is Macon, GA (100% humidity all the time). So, in actuality, they are only a part of the advertising “world” in the same sense that Poor Richard’s Printshop is a part of the printing “world.” Despite our attempts to become a part of the web-connected supercolliding universe, we’re mostly operating in a small town microcosm.
We’ve always told the traveling salesmen who venture down from Atlanta that they should pull off I-75 at the Griffin, GA exit and set their clocks back 25 years. And for a while, that was true. But these days, our little community is living in a time warp. We’d really like it to be 1980, because we think we understood things back then; but we realize it’s 2010 and we don’t understand that at all. We can’t keep up with the quarks and neutrinos. They move too fast.
Back to my agency friends. When social networking came about, they dived in head first. They learned about SEO, SEM and Google AdWords. They saw tremendous potential in the simple idea that Facebook and Twitter might actually enable organizations to talk directly with their customers and prospects (and learn something). Simply put, the new ideas didn’t really take hold in the rarified humidity. My friends tried to introduce quantum physics to the Newtonian world. Or perhaps they were more like Galileo, who, after failing to convince the Inquisitors of the validity of the heliocentric model of the universe, left muttering “Eppur si muove” (but it does move).
But wait . . . maybe our little time warped microcosm didn’t completely miss the boat. Here’s another wayward particle in the supercollider. The header from the Print in the Mix Fast Fact article reads, “Marketers Indicate Social Media Important, Most Not Profiting.” The short article cites a survey conducted by R2Integrated, an internet marketing company. Of 262 marketing professionals surveyed:
- 54% thought social media was “innovative and invaluable to their business.
- 37% thought it was “useful and helpful,” but could live without it.
- 65% said that their companies had not increased revenue or profited using social media.
The whole idea of these new marketing tools is to make money, right? And isn’t measurability one of the big advantages of social media marketing? Could there be a disconnect between what these professionals think and what they measure? There are at least 11% of these folks (and maybe more) who think that the new media are invaluable to their business, but aren’t making money. Did they forget to measure or are they just guessing?
Poor Richard thinks that all of these hypercharged electrons flying around are generating static. So much static that it’s difficult to get a clear message through, much less a clear picture of what we’re doing. The big marketing professionals may be trying new stuff and guessing, but around here it’s different. All of the static may have helped confuse our customers into complete inaction, a decision reinforced by an economy that has left few of us with the resources to try anything new.
I’ve always liked “whiz bang,” but the new initiatives our little business has introduced during these past 18 months of Decession (Repression?) have failed to gain traction. We made a tentative foray into the “marketing solutions provider” realm only to discover that marketing solutions are only needed by those who really intend to conduct marketing. That’s not happening here in the time warp. Our customers may understand that their 1980s programs aren’t working like they used to and that they should be doing something different. That “something different” is hard to comprehend through the static, though. It’s much easier just to do nothing, which leaves Poor Richard’s printshop and our agency friends spinning our wheels in the slippery Georgia red clay. The excited particles are passing us by. So much for whiz bang.