We live in a data obsessed world where everything that is not measurable is frowned upon. We are drowning in numbers. Today, if it can’t be measured, it does not exist. We demand proof. We insist on evidence.

Maybe worse is the speed at which we demand the proof. Patience has long disappeared out the window. We want to see the proof now. Pay now, benefit now.

 

Prove it to me, now!

 

And so the marketer is like a deer in the headlights of a car. They too have to prove it. In fact, especially them. The engineer can just say it because we assume she has run the numbers. The accountant can just say it because we assume he is obsessed with the numbers. But the marketer is the colourful person in the corner who is suppose to push the sales dial but is more concerned with emotions. So let’s push them to prove it!

And marketers are complying. They are increasingly becoming more numbers focused; outcomes driven and profit centred. Which is great. But too often it happens at the expense of something without which marketing can never achieve the numbers. Magic.

In a recent keynote at the annual Cannes Lions festival, Keith Weed, the Chief Marketing Officer at Unilever – the world’s second largest advertiser as per this article in the Financial Times – said the following about marketing:

 

” …it has to be inspirational, it has to touch people…inspire them to take action…”

 

You don’t achieve this type of marketing by purely throwing numbers around and expecting overnight results. This type of marketing happens from allowing your marketer the time to understand the business, understand the product and understand the customer and then, from this point of deep understanding, form ideas that truly resonate. It is this step of forming ideas that resonate that is the magic of marketing. It is chemistry, like a couple flirting on a couch.

If you are serious about achieving extraordinary results, allow your marketer the space – and respect – to work their magic. With a bit of – dare I say “luck” – you may just be able to achieve the impossible: a sales number that jumps off the charts.