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August 8, 2010 8:10pm
Posted in: Posts

Our old friend Sam Ford of Peppercom has a great column up at Fast Company about how too many marketers are willing to bombard their audiences with messages and blasts that have no relevance to their lives. Sam’s suggested solution? Empathy. If more marketing managers remembered what it feels like to get hounded, they would never do it themselves.

Marketers continue all-too-often blasting audiences with the same types of messages they lament as audience members. And too many, for some reason, seem unable to connect the dots between the telemarketer harassing us and the role we play with the audiences we bombard from our cubicle or office.

Hear, hear, Sam. Give it a read and let him know what you think!


One Response to “What Empathy Can Teach Marketers About Themselves”


  1.   Sam Ford Says:

    Thanks for the link to the article, guys. I think this mentality of marketing to people in a way that marketers themselves would not want to be treated is a symptom of the industry measurement standard to treat people as impressions and other aggregate statistics rather than thinking of them as human beings. That trend of stripping people of their humanity is partially the target of a project I’m working on at the moment called “spreadable media,” attacking the prevailing prevalence of ideas like “stickiness” for measuring Web success or the desire to make content “go viral” as ideas popular in part because they demonstrate a lack of agency assigned to the audience.

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