We get to build relationships with marketing and businesses leaders who share our deeply rooted belief in authentic, honest marketing. That means engaging people in meaningful ways; creating mutual tangible value for our customers and their customers.
Marketing has gotten a bad rap over the years. We know. We’ve heard the comments when asked what we do for a living. And we get it. Too often, marketers are laser focused on how to disrupt, manipulate and buy their way into people’s lives. The motivation for this often starts with business goals that define engagement in terms of raw lead generation. It’s why companies become addicted to buying lists; they believe the more names they can “talk at”, the more chances they will have to unearth a sales opportunity. The same behavior spills over into today’s social landscape, as marketers battle for likes, views, or clicks.
The problem, of course, is that these kinds of interruptions aren’t welcome in either our personal or business lives. It’s why more than 50% (and rising) of web users deliberately block online ads, why 75% of them regularly delete cookies to prevent brands from tracking them, why we purchase phones that automatically block telemarketing calls, why spam filters are taken for granted, and why the popularity of ad-free TV services has exploded. Contrast that with our willingness to use Google and other tools to search for our own answers, products, and advice, along with our trust in online ratings for everything from restaurants to enterprise software. The message is clear. As consumers, we want to be (and we can be) in control. We want to find solutions for our questions, challenges, wants, needs and desires, and we like to feel good about the resulting decisions we make.