November 30th, 2015 By Jack Morton
When it comes to marketing channels, we tend to forget how people interact with them in their day-to-day lives. We forget that their use of them is driven by need, it is intuitive. People do not interact with a channel just because it’s there (or if they do, the novelty soon wears off), yet that’s exactly what we do as marketers. We get the Fear Of Missing Out (FOMO), the anxiety that we must be on the latest platform. From a creative point of view, this anxiety prevents us from being effective because it creates marketing that is just not intuitive.
So, let’s analyze this anxiety and get over it. Here are 4 anxiety-induced traps that we need to steer clear of when planning our marketing campaigns:
1. Not considering human behavior
When we are marketing, sometimes we forget that we are marketing to other human beings. It’s people who use these devices—not machines. When we focus too much on data and only look at the number of people interacting with each channel, we lose sight of how people are interacting on each channel.
People do everything online, so how come when it comes to marketing, we forget to be human?
The difference between traditional media and “new media” is that we are no longer talking at people. We are starting a conversation, engaging them on a deeper level, putting the customer at the heart of everything.
2. Thinking the most popular channels are the right ones
Just because certain channels are more popular than others, doesn’t necessarily mean they are the right channel for your brand. Know who your audience is and study their behavior—they may not be on the most popular channels.
3. Being greedy
You want everything now, now, now, and more, more, more—more numbers, more followers, more sales, more clicks, more registered data. You think the more touchpoint you cover, the more you can achieve.
4. Letting ego get in the way
You ego is getting in the way. Your fear of being perceived as old fashioned or outdated because you aren’t using the latest tech. Or you want to be the first one to use the new technology and win some fancy award. You think your brand is the best thing since sliced bread and that everybody is interested in what you have to say.
So, now that we know what not to do, let’s talk a little bit about what we should do.
Learn techniques you can use to keep FOMO from killing your campaigns in my presentation from the Spikes Asia Festival, “Forget touchpoint anxiety—let creativity lead.”