Still Trapped in the ‘Digital’ Silo?
I don’t understand what “organic meat” is supposed to be. As opposed to what, “synthetic meat”? Last time I checked, we are still consuming body parts of dead animals, not some manufactured flesh out of factories or labs. In the future, we may be able produce just chicken breasts — though they are not exactly mammals — out of replicators using DNA samples of really tasty breeds. When that day comes, I will pay extra for “real” chicken meat, and I won’t mind calling it “organic.” But, at the risk of sounding too much like the late George Carlin, if they mean that they simply did not inject a near-fatal dosage of chemicals into these creatures until the moment of their beheadings, let’s just call them “chemical-free” chickens.
I also get confused when I hear the word “digital marketing.” In comparison to what, “analog marketing”? That word made some sense when online marketing existed on a different plane, altogether. We all needed to differentiate old-fashioned direct marketers from the Internet-savvy ones, somehow.
However, such differentiation is meaningless now, in the days when every move we make is constantly digitized, online or offline. Many retail stores boast more than 90 percent collection rates of their customers’ transaction records, and it doesn’t stop there. Advanced marketers are making the best of collected data, and personalize every touchpoint, again, online or offline. I’ve been saying this for more than 10 years now, but let me say it again: “The future of online is offline” (refer to “The Future of Online is Offline”). And personalization? It doesn’t just belong to the online domain, but it should be about every interaction point with customers.
Because I am not an offline guy (hence, “non-digital”) just because I bought my golf driver in a store. If you trace every click I made to pick a particular brand and model, you would find that I left plenty of data trails leading to the purchase of a new golf driver. Now, am I still just an “offline” guy to you? If so, why do I get so many generic emails and banners everywhere I go in cyberspace? Some look like they are “targeted” toward me (albeit, most aren’t exactly personalized).
Stephen H. Yu is a world-class database marketer. He has a proven track record in comprehensive strategic planning and tactical execution, effectively bridging the gap between the marketing and technology world with a balanced view obtained from more than 30 years of experience in best practices of database marketing. Currently, Yu is president and chief consultant at Willow Data Strategy. Previously, he was the head of analytics and insights at eClerx, and VP, Data Strategy & Analytics at Infogroup. Prior to that, Yu was the founding CTO of I-Behavior Inc., which pioneered the use of SKU-level behavioral data. “As a long-time data player with plenty of battle experiences, I would like to share my thoughts and knowledge that I obtained from being a bridge person between the marketing world and the technology world. In the end, data and analytics are just tools for decision-makers; let’s think about what we should be (or shouldn’t be) doing with them first. And the tools must be wielded properly to meet the goals, so let me share some useful tricks in database design, data refinement process and analytics.” Reach him at firstname.lastname@example.org.