A lot of folks who thought they were in marketing are finding out that they’re really computer scientists. That’s a shame in my book. Surprised I’d say that after all of the rants in this space about the need to measure actionable data? Let me explain what I mean and how I think there will always be a place for real marketers.
Computers and the data they can generate are really good at many things. I, for one, am very much looking forward to the day when they are driving all of our cars. One thing at which computers suck is creativity. They provide great creative tools like Photoshop, but the ability to create is intrinsically human, in my book. They aren’t great at improvising. They can’t “pretend.” I’ve not heard of them mashing up a couple of concepts into a third. Yet those tasks are the essence of great marketing.
We are complex creatures. There are things within the human mind and character that no computer can understand. They might get the “what” (actions you took) but most of us in marketing are interested in the “why” at least as much. It’s great that, as recent research found, 92.3% of respondents said they maintain databases to host information on customers or prospects, at least to some extent. I wonder if that data dependency is replacing the human side of marketing.
I like this quote from a recent article by someone at Adobe:
Buyers’ behavior isn’t always rational. People make strange decisions that defy neat algorithmic understanding. Often, customers are not simply looking for the highest-quality product for the lowest possible price. Indeed, the burgeoning field of behavioral economics is revealing on an almost daily basis how irrational consumers can be—and how seemingly irrelevant factors can influence purchasing decisions. Savvy marketing adapts to these nuances.
Exactly. Computers don’t do irrational. We do need to use data as a tool, but we can’t assume that our jobs are done because we’ve got a system that aggregates and reports. We can’t dive so deeply into data that we drown in it. Computers can’t do marketing well because they lack the skills that make great marketing: intuition, creativity, innovation, compassion, and imagination. You might think your marketing job has morphed into that of a computer scientist, and if it has, you have a problem. Great marketers know how to use those tools within the context of the human to human interactions that make business flow. Do you?