Marketing · Personalization

But did it get the right laugh?

During the recent Saturday Night Live 40th anniversary special, Mike Myers made fun of founder and producer Lorne Michael’s legendary pickiness by evoking his best Dr. Evil inspired impression and saying  “well, it got a laugh, but did it get the right laugh?”

Of course, it’s easy to challenge–or simply ignore–those who lapse into overly theoretical frameworks (guilty) or who can be relentlessly particular about how something should play out (guilty again).

Then again, it’s also to see marketers who obsess about the size of their database, how many folks their emails touch or the sheer number of impressions from a TV ad, when it’s not reach they really want but engagement and impact.

Then again, social media is filled with people who frantically collect friends and followers–and blindly follow-back themselves–when it’s often merely a meaningless quest to grow a number totally devoid of true connection.

Then again, organizations hold on to mass market strategies, throwing money and time at bad prospects, promiscuous shoppers and demonstrably unprofitable relationships, when a more focused strategy that treats different customers differently is what makes far more sense.

Perhaps asking ourselves whether we’re getting the right laugh isn’t such a silly question.

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