In the movie Jurassic Park, Jeff Goldblum’s character Dr. Ian Malcolm makes a miraculous observation when he says “your scientists were so preoccupied with whether or not they could (make dinosaurs) that they didn’t stop to think if they should.” Ahhh the difference between can and should is important when making dinosaurs — and it’s equally important in marketing and communications.
You see, back in prehistoric times (before the Internet) yes, the 1990’s, marketing used to cost money. You had to invest some resources, buy things, have things printed, mailed and THAT put your skin in the game. Thus, there was a consideration step to determine whether this target was appropriate, etc. I remember it well. But today, thanks to technology, many believe that marketing is “free” and why send one free e-mail (or freemail) when you can send one million? Why indeed!
I will submit to you that marketing still costs something — your credibility, your reputation, your customer relationships—and you put these very valuable items on the line every time you decide to communicate. Believe it. Marketing’s guiding light is something we haven’t seen in since dinosaurs roamed the earth—EMPATHY.