One of the more frustrating parts about being in marketing is that the ideas we come up with are often scrutinized by others that only see things through their own eyes. They make the assumption that everyone thinks and acts just like them. Take social media; if you are like me, you have probably heard statements like the following:
“I don’t understand why we need to invest in Twitter. I tried Twitter and didn’t like it.”
– Despite that over 50 million active Twitter users do like it and use it.
“Why should we invest in Facebook, only college kids and teenagers use it.”
– Despite 38% of Facebook users are age 35 or older and the growth rate for those 55 and older is 59%.
“The only thing LinkedIn is good for is to find a new job.”
– Despite that LinkedIn can help you get answers to tough business questions by connecting you to experts in your field.
You get the picture. The example above is not limited to social media. Take the Yellow Pages. Sure, usage of printed Yellow Pages has declined, but the way some bloggers and others in the media are talking you would think the Yellow Pages is on its last leg, despite the fact that U.S. adults made over 12 billion references made to print Yellow Pages last year.
The bottom line is that we can’t allow people to judge our marketing plans based solely on their personal beliefs. It’s a diverse world out there. Some people use Twitter, some don’t. Some people use print Yellow Pages, some don’t. Some people read blogs, some don’t.
The good news is that in today’s world there is a wealth of data we can use to support our marketing decisions. Marketers need to arm themselves with this data and defend their positions. We have to have the courage to remind the people who may criticize our marketing plans and that not everyone thinks and acts just like them.
