So as eletronic resources become even more powerful could they actually destroy the intrinsic essence or mystery of marketing at some point in the future …. because we lost the mystery of our markets? The mystery of people?
Imagine if we found answers for everything, could explain anything … we should therefore know how to market to you, to everyone? But perhaps more importantly, it is the imagination, the creativity of marketing that we would lose, not just the mystery of our markets!
A sense of mystery is intrinsic to the human condition. In the article, Les Lancaster, a professor in transpersonal psychology from Liverpool John Moores University indicates that ‘it is intrinsic for us to seek answers.
It is our evolutionary heritage, moving us forward by motivating us to find out more and use our imagination’. The author Ken Kesey (One Flew Over The Cuckoo’s Nest!) writes ‘the need for mystery is greater than the need for an answer’.
So perhaps in a time where the focus in marketing is on measurement, proof, evidence, answers, outcomes and the use of electronic resources to assist us in finding the answers, the information for more informed marketing decisions … perhaps we also need to enjoy some of the mystery.
By this I mean some of the mysteries of new technologies, of market trends, of unexplainable phenomena, these might remind us to enjoy the ‘process’ of what we do in marketing more and focus on the outcomes less.
Perhaps we should just play with marketing, be creative … play with social media and see what happens? I know I can hear your thoughts from here … ‘that costs money’!!!
Let’s look at this another way. In the article the author provided a list of 12 things to help maintain the mystery in one’s life … so with a little creative thought, I edited this list of items to help keep the mystery (and creativity) of marketing alive in a time of rising electronic resources … so we don’t become too explainable!
A manifesto for Mystery in Electronic Marketing!
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