Most modern marketers are consumed with digital campaigns that are measured in real time. Commonly referred to as Performance Marketing. Which, at its core, is nothing more than an endless series of retail campaigns. 

True marketing is more than sales. It’s about cultivating a relationship that deepens over time so those relationships become a marketing channel in of themselves. We’re talking about brand ambassadors. Which, despite its trendy handle, is valid. Especially in a digitized world, where the more virtual our interactions become, the more we crave human touch. This paradox — known as The Amazon Effect — makes authentic human connection more valuable than ever.

This explains the enormous impact of reviews, referrals and testimonials in purchase decisions. It also demonstrates the timeless affect of mimetic desire, which is feeling a desire to have what you see other people desiring.

Think of tactics that drive these dynamics instead of funnel metrics. After all, is it really data intelligience if the numbers are on par with direct marketing in the 80s?