The lure of content marketing

Pride of Pittsburgh Meteorology was once again sent to cover the annual Groundhog Day event in Puksutoni, Pennsylvania. He soon discovered that visiting once a year wasn't so bad, because he was now living this special Groundhog Day again, and again, and again.

It all starts at 6am and works the same way every day. The clock radio clicks with Sony and Cher's I got you baby , followed by the statement, "It's Groundhog Day...and it's cold out there!"

After the initial shock subsides, Phil (played by National Treasure Bill Murray) realizes he's in a time loop. No matter what he does, every day, there are consequences of being unrepentant about his actions, as he wakes up and starts fresh again the next morning.

This leads in the first place to hedonistic behavior such as overeating, drinking, manipulative one-night stands, criminal behavior. In the end, Despair sets in and Connors repeatedly attempts suicide.

No dice - he still woke up the same way the next morning. It wasn't until Phil committed to tempering himself and serving others that he achieved redemption and rested outside the circle.

The film Groundhog Day is considered a contemporary classic. In 2006, it was added to the National Film Registry and deemed "culturally, historically or aesthetically significant."

Furthermore, the film has been Latest Mailing Database described by some religious leaders as "the most spiritual film of our time" because it represents the concept of transcendence.

Buddhists and Hindus see the repetition of the day as a sign of reincarnation on the long road to reincarnation. In the Jewish and Christian traditions, the cycle of time can be seen as purgatory.

Don't get me wrong. Groundhog Day is a hilarious movie, and Bill Murray considers his best performance. But it's also seriously deep. Jonah Goldberg of the National Review said, "...we have what many consider to be the best film moral allegory mass culture has produced in decades."

Groundhog Day also contains an example of horribly wrong marketing. This comic happens often in the real world, which means it has to be avoided at all costs.

The failure story of data-driven marketing

Between his hedonism and subsequent despair, Phil decided to achieve something different. He begins a romantic pursuit of his news producer, Rita Hansen (played by Andie MacDowell).

He is uncharacteristically first, treats her kindly, and then asks her to describe her ideal man. Through similar encounters day in and day out, the amount of information he muster about her is staggering.

Phil finds her favorite drink, and her ideal toast it to drink. He knew she hated white chocolate and loved Rough Road ice cream. He even got quotes from Baudelaire after finding out her major in poetry in 19th century France.

Through his unique situation, Connors discovers that in order to have the "perfect" romantic night with her "ideal" person all the way to the right message. It would take a few weeks, but as far as Rita knew, Phil simply transformed from her work with the jerk to an amazing person in one day.

Talk about market research, right? He has his "who" under the cold.

Except there's one problem - Phil's only goal is to have sex with Rita. There was literally no deal for him tomorrow, so he had to close on the first date, or not at all. Therefore, he cannot control his dishonesty, despite all the valuable intelligence he has against her.

Phil Stope went so low as to tell her that when he loved her, she rejected his courtship. Every night always ended with Rita slapping Phil in the face, she said to him, especially telling:

The lure of content marketing

In marketing and sales circles, having lost a potential thank you trying to come up with a first date marriage amounts to a joke. However, it won't stop it from happening, even with people who should know better.

Phil has a treasure trove of data about Rita, just like modern marketing has big data on you. Yet the authenticity, interaction and connection that Phil is trying to fake, Rita has seen through.

The same thing happens at every level of the marketing spectrum every day.

Think about it this way - Rita reveals her core values ​​and Phil tries to reflect them back to her. It works until one point, Phil's desire, to charge the terms of his deal, according to his own desires, trampling on the core values ​​that pervade Rita.

If you take it one step further and deliver the message in the way of food prospects at every step, you have something stronger. You are tempted .

The word seduction certainly has a manipulative connotation. But when you really understand your prospects, your core values ​​really align with them, and you really communicate according to your needs first, well...

They get what they want and you get what you want. It's not manipulation; it's just good business.

Empower the journey

Before the Internet, insufficient market domination. Without gaining a different perspective, prospects carried out targeted messaging through marketing with positioning the brand as the protagonist, which promises to relieve the prospect from the anxiety created by the message.

An imbalance in access to information favors sellers. Prospects are now empowered to educate themselves, meaning the buyer's journey is proceeding methodically before any particular seller even realizes it.