Two images, “stolen”, from @rshotton on Twitter which illustrates how averages can be deceiving
Saw this as part of an article in Monocle’s “Forecast” and thought there was a lot that could be applied to marketing as well.
We are in an age where we know more and more about our target audience and can refine our message to those audience but are we doing so at the risk of losing some of the “social momentum” and impact that a wider message can have?
A metric which becomes a target loses its value
A really interesting interview with Mark Ritson covering a wide array of activity but from about 14:40 he goes on to talk about tactics/marcomms vs marketing and how the two are often converged in the mind of people in the industry.