During the course of running marketing research for a number of my professional clients I have encountered a recurring theme: People expressing a dislike for “marketing” and voicing apprehension that perhaps their accountant, lawyer, medical specialist or business coach was about to turn into something distasteful by marketing themselves.
As a marketing guy I can hardly defend my profession. There’s so much marketing crap out there.
I think good marketing is about truth well told. But the problem is is we’re all exposed to something like 3,000 brand messages a day. The job of the marketing manager, ad agency employee or marketing consultant is to get their message noticed. Some use clever creativity honed with the polish of professionalism. Others go for deviously cacophonic devices to hit you over the head and assault the senses.
The job of cutting through only gets harder as we all build immunity to the wall of marketing messages pressing in on us. Perhaps I’m an idealist, but I think creativity and good taste will always ultimately prevail. Most people can point to advertising they actually rather enjoy. And we have to admit that many of the messages which get through can be rather useful.
Nevertheless I think Australians are a particularly difficult bunch to market to, so I’ve been thinking about what it is those Australians are really talking about when they express their distaste for marketing. I’ll be adding my thoughts on the subject soon.