Marketers don't know people | Marcus Collins | TEDxLSSU

Marketers don't know people | Marcus Collins | TEDxLSSU



so I have a confession I am martyr I work in marketing and I hate marketers I do I do Annette sounds somewhat self-deprecating in a bit paradoxical but it's true now that we need partners as individuals it's people I hate them as an industry because of how we approach Martin and you know it's been said beautiful things about markers which really gets to my singular beef with them see it's been said that good markers see consumers as real-life human beings and an alt dimension and trappings that really human beings have and while that's a beautiful sentiment my years of experience my years of practice have taught me one thing if anything a and markers oh no check about people marketers suck and understanding people you don't believe me case in point exhibit a demography demographics is the tool the instrument that marketers use to describe people maybe based on race gender age household income geography they use we use this instrument to describe people and while these things are factual they are truly happy to describe and people are take first inspired Amana I am 37 years old I am African American that knows one Drake is in Detroit with the publish was my entire life right now the marketers saw that description to me they probably say oh he must walk like this talk like this go to these places do these sort of things because now it sounds funny hard stick you guys you never say that but that's how marketers think right and while yes I am 37 years old and yes I am african-american yes I am from Detroit and what the public is my entire life these things don't give rise to the fact that I grew up playing jazz is the kidding I swam competitively from six years old to 18 years old which is a huge stereotype brain trust me right all right I started you to hearing undergrad that loved to sail and these experiences shape policy in the world they frame hi see the world and based on how I see the world informs operate in the world and demographics can never get close to them now a savvy marketer would say well of course the sy you focus on psychographics psychographics do a far better job describing people they paint a more vivid picture right instead of looking at gender and age and marital status we will need your interest your likes your passions right the vivid picture of who you are and while psychographics indeed painted far far far more vivid picture the demography does it comes to people demographics psychographics only speak to what people do what we do not want it never gets that calls out so it begs the question is there a more accurate way to describe people while also a mind to what they do the causality that pushes and drives their behavior and there is an T net it's called our networks our networks our networks are far more accurate way to describe people and by networks undo this in the most radical simplistic way possible the people by whom you share information experiences data context and the alike your people your friends your networks of people your family your networks of people your co-workers your networks the people the time your classmates city networks of people your congregates returning brothers sorority sisters club mains teammates our people our people are far more accurate descriptor who we are and what we're likely to do psycho bad news by Nature our byproduct of the networks which we subscribe and the beautiful thing about networks that they're all around us all about is happen and make sure we see it when we think about streams and lakes and rivers they're all Network we think about carbon chains that network together to create tangible things like clickers roses they're all networked biologically our brains are wired by small role networks which maximize connectivity based on each diet I still wonder then why we build our power grids and networks or we build our roadways or highways and railroads by networks our cell phone towers are all networked because people are naturally mental as Aristotle would say man by nature is a social animal and indeed we are we do everything we can to connect with the people that matter so much to our network now some years ago generally my name is Seth Godin brought forward this notion this idea the tribes and try to fix to our proclivity to connect with people who like some of the things that we do we have similar interests similar bond right now you love the notion of tribes because it kind of plays on to metaphor and Ed Rapala G but people come together like clans it's a really powerful notion to think about people but when we think about life think about people through the lens of networks it takes a step forward from the fact that people have a concluding to come together to socialize but then it also speaks the dynamic that happens between said people and we think about our networks we're constantly a part of networks we got approves of France our friends back home our friends from school our friends from church our friends from the team our people and in each one of these networks are dynamics that guide to behaviors and efforts the shared beliefs social norms unwritten rules of rituals that guide the behavior of those people take versus what about networks I in the College Network my name is it's councilman Collins ever in the cosmetics are shared beliefs social norms under the rules that got our behavior for instance we believe family a church come first therefore Sunday mornings I'm at the church sanctuary or Sunday afternoon negative call from my mother very passive aggressively saying how is your morning Marcus this is how she gets down right our networks and it guides my behavior see Sam summers put the display much of our daily lives are governed by section norms there are societal expectations of what is acceptable behavior among a group of people and we adhere to those behaviors those dynamics disdain good standing with our people right because ultimately we know that it can break the rules if we go against the dynamics we run the risk of getting excommunicated getting alienated get kicked out or you can no longer hang with the coaches and since the brain processes social distress the same way we process physical harm we do everything we can to stay connected become people it hurts red eyes without people it breaks our heart we break up it's like a punch in the gut we break with our friends so we do everything you can to stay in the standings I don't believe do we adhere to the rules and dynamics of the network but we defend them also and so consciously our brains go to this group of I am a we believe this there or I am a identifier we believe this belief therefore I subscribe to a social norm I am a Collins we believe down the church the first therefore setting more ease in the church sanctuary in every network of a part of their dynamics that guy my behavior much like your own networks as well so you think about this doesn't sit as saying in philosophy I think therefore I am well in this case is I am therefore I do I am a we believe this therefore I take on that behavior which makes it our networks may be far far far or powerful tool to actually describe people also speaks of the behavior that were likely to take on our interests our passions where we go and what we do now well that's beautiful and I guess somewhat thought-provoking marker is that I get there instead marketers rely on an availability heuristic when they put people in boxes compartmentalize by information on your age your race your gender household income and their worldview informs how these boxes are created the construct of these boxes are impaired by their biases give examine meet my friend Deborah Deborah drives a minivan just ever have kids yeah yep right give Esther just different kids play the sport yeah but what it's for Meg like soccer right okay okay and where does you ever live guys we just Matt Deborah's whole entire life based on one data point he's probably good marketers by the way but that's what we do as marketers we put people in a box based on world view of what women who drive minivans are supposed to be right because I saying all women love to shop does it make any sense or all black people do something fill the blank with the racist statement laughs yeah I don't want to be about that but it's true that's how marker is approached describing people there's no wonder then at the work that we create as an industry is already we don't know when it's good for you put these titles on people and expect a particular outcome but these titles don't get at causality as to why people do same way we think about Millennials oh my god lemons we have a worldview as markers of Millennials they're narcissistic they're lazy they're Celtic title you know everything we'll talk about but it's just not so these Millennials speaks to people who are born within a certain time frame which is a demographic which means that not all Millennials are the same just they happen to take a the age of 18 and 36 it just under next sex talk about 80 billion in people the United States how are they all the same still were born in the same year but that's how markers see the world shame shame shame we have to as an industry get beyond the data get beyond the information and think about people who they really are based on how they see the world based on the shared beliefs they subscribe to based on the social norms that they defend and commit to and if you happen to be incredulous still let me remind you that Snooki from the Jersey Shore and Beyonce are both Millennials and they ain't the same trust we have to move beyond how we think about people because thing is no one introduces themselves as hey I'm a savvy digitally connected bully no one looks at a mirror and sees says that no one's self identifies as such it says no identifies themselves as such there are going to share these there are no social norms to honor rituals that guide their behavior which means a feigned disappointment which means instead look in the mirror saying things like I am a Collins and their shared beliefs social norms unwritten rules that guide my behavior I have a mystical rainbow blue and they're scared to leave social norms unwritten rules that guide my behavior I'm Alex's husband you better believe they're fools a guy by the listen hi I'm George his father and shared believe social norms under who's that got behavior you such I'm a member of I made a statement and the dynamics that got my behavior I'm a Christian their shared early social norms unwritten rules that guide my behavior some people are sneaker heads some people are skaters people are designers so people are hockey heads some people are marathon runners some people are into cosplay that's your thing no judgment within each one of these networks our shared belief social norms other rules that guide our behavior and we use these descriptors these people to self-identify use them to communicate who we are in this world and as such we subscribe to the dynamics that guide the behavior of those people to stay includes games and that is super power it's super powerful because what it means that networks provided far more activating these five people but also speak to causality as to why we do what we do and though the data the facts provide the facts they don't accurately capture the nuances of people just do a really bad job at it but far more than just death and while we live this connected world where we we shared reams and reams of data on a daily basis that don't actually describe us the information does it get at the nuances of us so as marketers we have to stop using information for instance I start thinking about people but guess what present apply to just wonders replies to us individuals us we had to stop looking each other in boxes we're more than just man more than just black/white more than just old know which share whose social norms governing rules a guy that we really want to understand people we have to commit to being extremely pathetic to understanding how people see the pro because how they see the world informs how they behavior and if we get better and learning each other and understanding each other build stronger ties which will build stronger communities stronger cities stronger states move far greater nation and that I think is that category [Applause]

1 thought on “Marketers don't know people | Marcus Collins | TEDxLSSU”

  1. Great talk Marcus. I'm working on a new marketing campaign for my business as we speak ✊🏾

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