Inspiration Marketing – Optimizing Targeting for Optimized Customers
I hate it when people call me an idealist. It implies that I hold everyone to the highest standards without compromise. It means that I desire everything to be perfect, that I am a big idea person.
It drives me crazy because idealism also carries with it the stigma of thinking big, but having no practical means of execution. People who are called idealists are often celebrated, but tempered by collaborators who know how the world actually works.
This dichotomy is flawed.
I am no idealist.
When I meet someone new, I assume that there are multiple dimensions to their character. But what interests me about people is what makes them great.
I want to engage with that particular aspect of their humanity. When interacting and working with individuals, I realize that you can't always expect people to be on their A game. Nevertheless, I'm going to do everything I possibly can to keep my friends, family, and collaborators in tip top shape for life success.
Cynical people say setting lofty goals, sets you up for failure. They are wrong.
Setting lofty goals sets you up for disappointment. And people who are inspired to be the best that they can be overcome this disappointment and turn it into growth.
This worldview informs my decisions as a New Media Content Leader.
This is why I constantly emphasize that it is not enough to be customer centric, even human centric, in our approach to marketing.
Marketers very often like to talk about the difference between short term and long term results.
Long term results mean that consumers are engaged with the brand in a way that affects even their identity as an individual. Yes, indeed! This should be the ultimate goal for almost all marketing campaigns.
But we must recognize that not all long term results are the same. All long term results might make advertisers money, but making money doing what? Communicating what ideas?
In developing long lasting relationships with customers do we not have an obligation to make sure that that the relationship is healthy? With friends and family it isn't enough to simply have a relationship. The same goes for relationships with customers and clients.
Inspiration Marketing is the practice of using a brand to help people become the best individuals they can possibly be, to help them achieve their goals, and to be successful (not later, but right now in this very moment).
The idea that content should inspire positive change is not idealism. It is a moral obligation. Period.
Consumer demand isn't everything. We are starting to realize that with what we eat. With Inspiration marketing we don't create content with high fructose corn syrup, we make content with ingredients that satisfy consumer needs, but also inspire positive change.