Should Our New Goal in Marketing Be To Inspire Shareable Experiences?
As I tapped through Instagram this evening, I couldn’t help but think of how important inspiration has become to social media, but also marketing as a whole. What drives social media is certainly our experiences, but what drives our experience? Let’s face it, we don’t pin, post or tweet everything we do (well most of us don’t) so what is it about the things we do share?
That answer is certainly going to be different for each person, but I know it comes down to inspiration. Was your service so great that you had to tell others? Did a product make such a difference in your life that you tell everyone they need to have it? Was something so beautiful that you felt compelled to Instagram it? I know I personally catch myself in these moments frequently. Often, my direct mail pieces inspire me, or at least the push me into action, they inspire me to share my experience.
This past year I can remember a few in particular and I can’t say that about any commercial or ad, so I just think it’s interesting. Why does the Ikea catalog I got in several months ago stick in my mind? Well I Instagrammed a particular page that really spoke to me + I really think it was that action that reinforced my memory of it. It got me thinking about direct and its value in a great, memorable digital campaign. With such an emphasis on imagery, will we use direct more and more often for that matter. And if not for the ultimate goal of sales but for shareable inspiration?
Obviously, our goals in marketing are changing and will continue as new customers of a new generation value new things. It may be time to start thinking about shareable inspiration?