Marketers need worms, not bullets

As I make my way through Digital Impact, by Vipin Mayar and Geoff Ramsey – as part of my journey through 12 marketing books in 12 month – one of the first concepts that struck me was the need to be a fisher not a hunter as a marketer today.

Hunting, they assert, involves “tracking and targeting your prey (the consumer) and then shooting them with your ammo (ad messaging).” Fishing, on the other hand is all about attracting the consumer with the right bait. That bait, of course, is the content you put out through various channels. The better your bait, the better your catch.

Any fisher (the real kind, not the metaphorical) will also tell you fishing also requires patience. You need to continue to put out quality content until it lures the fish.

Fishing alone won’t feed most companies, though. Mayar and Ramsey point out later in the book that the best content undiscovered will not bring in customers. So, you have be a bit of a hunter, too; to target your prey with ad messaging to let them know where your bait can be found.

So, what are your weekend plans? Hunting, fishing, or sitting on the dock with a beer?

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