Word of mouth advertising was taught
Posted: Sat Dec 07, 2024 9:19 am
forefathers is the most compelling advertising method we have. It's hard to create that evangelism and do the things like you said, inside of a slack channel. So we're blind to those moments. But what else margin might you suggest that we're blind to if we adapt and invest into a multi-touch model, for instance?
Ryan K
I mean, I don't know, I don't know if this is the same thing as, like what we're blind to, but, you know, to come bay new zealand telemarketing data back to a point that I made earlier, I do think one of the things that we become blind to is sort of, the heart and soul component of marketing. And I don't mean that to sound corny, but like, I do think like one of the reasons people love Super Bowl ads is because Super Bowl ads are narrative based, they're emotion based, and sure, you know, I think last year I can't even remember what the company was at a QR code.
Okay, great. Yeah, that would track your QR code. I'm sure the marketers got a bunch of ROI high fives for being like, look, we paid this much for our ad and this many people came to the site. There we go. We can draw a straight line from our Super Bowl ad, but I think for the most part, I think most consumers like things that are narrative based, that tell a story that some emotion.
And I'm not saying those things are impossible with attribution. Obviously, you can be doing those things and still be using attribution modeling for the rest of your marketing and advertising efforts. And again, I think you should you should be looking for data has a marketer. But I do think if we overindex on it, which is I think what we keep coming back to, yeah, if you overindex on that data, then you'll never do something that's narrative based or emotion based.
You'll never be doing, you'll never be getting back to the just the what is the problem that our product or our business is here to solve? And for who and what is their life like once it's been solved, it's like, no, we'll just go. We've got to have one more link in this email or one more, you know, on our touchpoint in this funnel or whatever it might be.
And that just starts to, it just sucks the whole soul out of the storytelling aspect and the brand aspect, the experience aspect that you're trying to create for your customers because you're not trying to create a great experience, you're just trying to do more of what works. Dollar and $2 out dollar and $2 out until you start seeing the diminishing returns of that.
Ryan
Yeah, I think every you know, maybe no offense CEO wants to see just an objective. Well, if I give you a dollar, give me two in return. And it's just very easy formulaic. We'll install this and you will get this return. But the problem is marketing is just a little abstract in these moments. And yes, we have to allow for the creative freedom.
I think that you're suggesting right now where it's like, hey, if we get to beholder this, we're going to not see some of the great things that we could achieve without it. So yeah, I like the we're talking about soul because I think it's a fantastic segue into the musical theme today, which has a lot of soul inside of just, Paul's boutique legendary record.
I think we're all going to get our opinions out of here in just a minute about what it means to us and more importantly, what it might mean to market it.
Ad Break
So again, our favorite part of the episode, perhaps we're going to take a peek inside of what Paul's Boutique means in the way of marketing attribution. And I know, Ryan, you know, I talked off a camera with Mike a little bit, and you're like, there's something that makes a lot of sense to me.
I want to see if it makes sense to the listener and pull up your device, please, and share it with us. I will, I will so, you know, okay, here's my experience. I did not grow up on this record. I know this record. I have listened to this record many times. I enjoy this record. It's not my favorite Beastie Boys record.
Ryan K
But I think it's an important record for the Beastie Boys catalog. I think some people put it as the best Beastie Boys record. I think some people don't. What I kind of think about Paul's Boutique specifically is, you know, I was I'll date myself. I was two when this record came out, so I'd come back to this record later in life.
But I think, like one of the things that's interesting to me about Paul's Boutique is you see it referenced a lot by other musicians. And one of the things that I think about is, you know, if whether or not I think it's their best record, maybe not relevant, but what I think is Paul's Boutique needed to exist for a lot of other things to exist.
Paul's boutique needed to exist for the rest of the music catalog to exist. Paul's boutique informed a ton of really popular musicians, just a few that have referenced it. I look this up, back, LP and like Run the Jewels have referenced this record. One of my all time favorites, Pharrell Williams. He has a quote.
He said when poverty came out, it was just like a huge door opened. The sampling was so clever, and it was just so detailed. That's from a, an interview that he did with Q-Tip in 2019. I think what I'm bringing this up to say is, I think part of our conversation has been matching attribution needs to exist in service of something else.
It is not its own pinnacle. Achieving it, whatever even achieving it is, I think we still haven't gone. Like, what would achieving that be if we had perfected our attribution modeling or whatever? And so I think like that's kind of how I see this record is like this record is potentially a way of saying this needed to happen for other things to exist, but make sure that those other things that exist are things that are focused on and important and valued as well.
Ryan K
I mean, I don't know, I don't know if this is the same thing as, like what we're blind to, but, you know, to come bay new zealand telemarketing data back to a point that I made earlier, I do think one of the things that we become blind to is sort of, the heart and soul component of marketing. And I don't mean that to sound corny, but like, I do think like one of the reasons people love Super Bowl ads is because Super Bowl ads are narrative based, they're emotion based, and sure, you know, I think last year I can't even remember what the company was at a QR code.
Okay, great. Yeah, that would track your QR code. I'm sure the marketers got a bunch of ROI high fives for being like, look, we paid this much for our ad and this many people came to the site. There we go. We can draw a straight line from our Super Bowl ad, but I think for the most part, I think most consumers like things that are narrative based, that tell a story that some emotion.
And I'm not saying those things are impossible with attribution. Obviously, you can be doing those things and still be using attribution modeling for the rest of your marketing and advertising efforts. And again, I think you should you should be looking for data has a marketer. But I do think if we overindex on it, which is I think what we keep coming back to, yeah, if you overindex on that data, then you'll never do something that's narrative based or emotion based.
You'll never be doing, you'll never be getting back to the just the what is the problem that our product or our business is here to solve? And for who and what is their life like once it's been solved, it's like, no, we'll just go. We've got to have one more link in this email or one more, you know, on our touchpoint in this funnel or whatever it might be.
And that just starts to, it just sucks the whole soul out of the storytelling aspect and the brand aspect, the experience aspect that you're trying to create for your customers because you're not trying to create a great experience, you're just trying to do more of what works. Dollar and $2 out dollar and $2 out until you start seeing the diminishing returns of that.
Ryan
Yeah, I think every you know, maybe no offense CEO wants to see just an objective. Well, if I give you a dollar, give me two in return. And it's just very easy formulaic. We'll install this and you will get this return. But the problem is marketing is just a little abstract in these moments. And yes, we have to allow for the creative freedom.
I think that you're suggesting right now where it's like, hey, if we get to beholder this, we're going to not see some of the great things that we could achieve without it. So yeah, I like the we're talking about soul because I think it's a fantastic segue into the musical theme today, which has a lot of soul inside of just, Paul's boutique legendary record.
I think we're all going to get our opinions out of here in just a minute about what it means to us and more importantly, what it might mean to market it.
Ad Break
So again, our favorite part of the episode, perhaps we're going to take a peek inside of what Paul's Boutique means in the way of marketing attribution. And I know, Ryan, you know, I talked off a camera with Mike a little bit, and you're like, there's something that makes a lot of sense to me.
I want to see if it makes sense to the listener and pull up your device, please, and share it with us. I will, I will so, you know, okay, here's my experience. I did not grow up on this record. I know this record. I have listened to this record many times. I enjoy this record. It's not my favorite Beastie Boys record.
Ryan K
But I think it's an important record for the Beastie Boys catalog. I think some people put it as the best Beastie Boys record. I think some people don't. What I kind of think about Paul's Boutique specifically is, you know, I was I'll date myself. I was two when this record came out, so I'd come back to this record later in life.
But I think, like one of the things that's interesting to me about Paul's Boutique is you see it referenced a lot by other musicians. And one of the things that I think about is, you know, if whether or not I think it's their best record, maybe not relevant, but what I think is Paul's Boutique needed to exist for a lot of other things to exist.
Paul's boutique needed to exist for the rest of the music catalog to exist. Paul's boutique informed a ton of really popular musicians, just a few that have referenced it. I look this up, back, LP and like Run the Jewels have referenced this record. One of my all time favorites, Pharrell Williams. He has a quote.
He said when poverty came out, it was just like a huge door opened. The sampling was so clever, and it was just so detailed. That's from a, an interview that he did with Q-Tip in 2019. I think what I'm bringing this up to say is, I think part of our conversation has been matching attribution needs to exist in service of something else.
It is not its own pinnacle. Achieving it, whatever even achieving it is, I think we still haven't gone. Like, what would achieving that be if we had perfected our attribution modeling or whatever? And so I think like that's kind of how I see this record is like this record is potentially a way of saying this needed to happen for other things to exist, but make sure that those other things that exist are things that are focused on and important and valued as well.