Am I nuts or what? Even though times have changed, and retailing is not as we knew it, many merchants keep believing it is and command themselves to continue fishing with flaccid snag lines.
Data are the bait to attract and identify the fish and whether they are biting or likely to bite.
Why fish where the fish aren’t. Or, for that matter, gamble on clumsy snag lines, make that, chorus lines of no-no-no to the tune of the finance dance-prance.
Seems to me that what appears in most furniture ads is just bait: nice pictures that are just there, without much research to support their presence.
That’s ditto marketing and merchandising versus data mining that identifies what people likely to do and the merchandise they are probably predisposed to acquire.
Ditto marketing is a misallocation of so many resources: time, money, spirit and satisfaction.
With data, technology can economically tailor specific messages. That’s putting the tastiest bait on the unbarbed hook that’s really a handshake.
Ditto promotions just blur and are mostly dismissed.
Data marketing is code breaking in winning the whirr of words with resonance that enriches all concerned.
Data defeats ditto all the time, in every way except the old ways.
Fish if you wish, but the old lines can’t catch anymore.
thanks 4 the article.. it`s make me smile now.... :)
Posted by: Home Design | November 15, 2007 at 03:10 AM