A Manifesto for Mystery in Digital Communications

Trying to keep the and imagination in marketing, trying not to be controlled and managed by the many electronic resources you access, connect to or use on a daily basis?

Here is a list of ideas to keep the (or creativity) in Electronic Marketing … or should I say the marketing in electronic marketing.

Marketing, after all is not just a management planning process, but a creative process based on ideas, not just the resources used to manage and implement these ideas.

  1. Defy reason – make a decision for your product or brand based entirely on feelings and emotions (not data) …
  2. Allow for the unexpected – play with social media such as a blog, FB group page etc for your brand and just see what happens …
  3. Invite difference – post messages on twitter, comment on blogs and talk to strangers about your brand (not just folks in your company or contracted to work for you) …
  4. Don’t just search – use the ‘I’m Feeling Lucky’ function on Google and think how the site you come across might be connected with your product/brand …
  5. Enjoy and celebrate the unsettling feeling of not getting ‘it’ 100% right’ on your website … yes it is ok! Uncertainity, change, failure and imperfection are natural elements in life … just as they are in the use of in marketing, be it your website, social media campaign or just use of work email … enjoy the fact you still have 100 emails in your inbox …Newspaper Printing Press
  6. Walk away from your computer, grab a piece of paper, some coloured pens and draw something … anything … to remind you that marketing is also about creativity …
  7. Wonder at old technologies … the printing press, the telephone, the turntable, the cassette tape …
  8. Don’t send that email … pick up the phone, walk down the corridor and have a conversation, a coffee or just hi …
  9. Spend a day with a child or teenager having fun and ask them to show you how they see electronic technologies through their eyes … it’s not just about data and information, it’s about having fun, being connected …
  10. Never forget that electronic marketing is actually about people, not just technologies … with electronic technologies we are observing someone, contacting someone, interacting with someone … so think people first!

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