This article originally appeared on Robinia Creative.
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Today, marketing is loud and focused on seizing attentions. The world is fast, but marketing needs to be faster.
It is widely believed that your targeted ad, your custom website, your email marketing newsletter has a three second window of viability. If it makes that small window, it may just work! But, if it takes users more than three seconds to feel comfortable with it and invite it into their hectic lives, it will absolutely fail.
This data pushes some Digital Marketing companies to employ shoot-and-scoot campaigns, where they constantly throw ads and change tactics to keep up with the fray of online consumers and prospects.
We think this approach more closely resembles memes and TMV than people-centered and sympathetic marketing.
In the face of extreme and hectic noise, our digital marketing company instead strives to slow down and focus: focus on what our customers do best; focus on their meaningful stories; and, most importantly, focus on quietly practicing empathy.
The best marketing happens in the moment. It happens when the marketer decides to see the world through the eyes of the person/consumer/prospect they are trying to matter to.
Notice that the goal here is to matter, not to market. Mattering is a resultant of empathic care.
We must strive to construct your marketing campaigns around this desire and focus: to matter and to see. In a sense, we must slow down and observe to seriously impact, matter, and grow.