The magic of marketing
According to Wikipedia, magic is a performing art that entertains audiences by staging tricks or creating illusions of seemingly impossible or supernatural feats using natural means. These feats are called magic tricks, effects or illusions. A professional who performs such illusions is called a stage magician or an illusionist.
In marketing, the “magic” is the art of developing and delivering a creative idea to the customer that is based on strategy and customer insight. The “trick” is presenting the idea to the customer in such a way that they take notice and, most importantly, take action.
Or is it?
With so much focus on digital media, real-time data is what drives performance, helps make business cases and can justify marketing spend. Creative ideas and data can be combined to provide serious results – and measurable return on investment (clients love this, and so should all marketers). So, the “magic” is the creative idea, and the “trick” is using the data to provide meaningful insight in order to develop and improve the marketing act.
Or is it?
Mobile has taken over the world! Mashable reports that by 2017, the number of mobile phone users worldwide is forecast to reach 5 billion. People’s eyeballs are glued to their mobile devices and brands are in a frenzy to make their products and services available to their customer via mobile too. Mobile is by far the most powerful and intrusive communication tool; marketers are jumping on the bandwagon by putting mobile at the centre of their strategies and creative ideas. Surely this means that the “magic” is the mobile strategy, and the “trick” is getting the audience to take action anywhere and at any time.
Or is it?
Technology is advancing at lighting speed. The latest buzzword is “The Internet of Things” (IoT). According to Techopedia, IoT is a computing concept that describes a future where everyday physical objects will be connected to the Internet and be able to identify themselves to other devices – the physical world is becoming one big information system. This obviously provides more and more marketing and communication opportunities. In this case, the “magic” is technology and the “trick” is placing your marketing message in the every day life of the customer in an un-intrusive way.
So what’s the real trick?
Magic is generally performed on stage. There are also many different types or genres of magic tricks: vanishing, transformation, escape, levitation, mentalism, etc. The marketing “stage” is the channel or platform such as television, mobile, radio, events, social media and so forth. And the “tricks” are the given effects of marketing; such as engagement, conversion, sales, etc.
Magic is not “smoke and mirrors”.
The principles of magic, just like marketing, haven’t changed. It takes dedication, devotion, research, creativity and constant improving. Always remember that at the receiving end of the magic act is the audience; it’s vitally important to ensure your act is well planned and relevant to them. To ensure your magic tricks receives a “wow” response, use new and innovative props such as technology.
Marketers… go make magic!