Seth Godin's blog title says it all: The more people you reach the more likely it is that you're reaching the wrong people. In this entry, there was only a one-liner paragraph (that defies the rules of grammar - but who cares?)
Who vs. how many.
Can someone please forward this to traditional marketeers and strategic/tactical planners whose lives evolve around "So how many people am I reaching with this campaign? How much does it cost me to reach 1'000 of these people? Can I make it cheaper?"
Seriously, I have had enough of these people: Quality of the audience is what matters - not how many of the audiences you reach.
And at the same time: It's not the amount of information (about the product, about the brand, about the service) that matters - it's the relevancy of the information - time-, space-, and mindset-wise.
And at the same time: It's not about surrounding consumers and audiences with multiple contact points - from TV down to radio to print to online this and online that to mobile phones to everything else. It's the holistic experience and how each contact builds on the other.
C'mon people. Please. Do someting about it.
Sure, they'll argue that "Well, if no one sees that ad then what's the point?" C'mon. If your ad, your message, your brand, your service is excellent and remarkable, people will seek you - people will get out of their way to find you, and engage you in a manner that you can only imagine.