Archives for posts with tag: email

3314848118c4a3eb9069c33e0003b45a32478677_m

Silly question, right? (Even sillier now since fax machines are now almost extinct.)

You never heard a CEO asking the CMO: “So, what’s our telephone strategy?”

In the old days, no marketers had a smoke signal strategy. Or a telegraph consultant.

All this seems bizarre because fax machine, phone and telegraphs are tools, a medium with the purpose to connect human beings with each other.

Suddenly, Al Gore invents the Internet and everybody demands digital strategies, email strategies, social strategies, mobile strategies, emerging media strategies – you name it.

Does the demand for all these strategies equal the need of people?

Not really.

In the end, it’s about connecting people. Email, social platforms, emerging media, anything digital are just conduits. Nothing more than technologies that people use to connect, engage with, learn, waste time or communicate. Behind all these technologies and amazing new tools are just people. Is there a story they want to hear from you? Is there anything of value you can offer them?

Most brands focus on the technology part and it gets quite complicated and complex. All that complexity fades away when you focus on people and the connections you want to build.

Television is a drug. from Beth Fulton on Vimeo.

Brilliant video. Sometimes we need to reflect on our habits and routines. And understand why we do what we do. While for some TV remains the entertainment drug of choice, in my social graph this has been replaced supplemented by Email, Facebook, Twitter, Foursquare and other platforms. We’re becoming rats in a Skinner experiment: We check our email and connections frequently. Most of the time, we receive useless information or spam. Once in a while, we get an important piece of information. The arrival of this reward is unpredictable. And, so we continue to check until we receive something worthy. And that high from receiving a nice note, interesting info, breaking news etc., makes us return to email and platforms even more frequently.

Is this behavior just part of being human? Or is it an expression of inhumanity, transforming us into slaves to the machines?