Eyeballs vs. hearts-and-minds marketing
When prompted to define sustainable marketing, I often use the contrast between eyeballs and hearts-and-minds marketing.
Eyeballs marketing: “My eyes!”
Eyeballs marketing aims to reach as many people with as many touches as possible on the company’s terms. Eyeballs marketing knows it takes a number of times to just get its message registered and remembered, not to mention acted upon. Its drive for quantity serves to lower the cost per impression or thousand views. Eyeballs marketing is anumbers game.
Eyeballs marketing pushes. Initiative comes from the company, and is directed toward the customer as the intended respondent. Eyeballs marketing is good at generating demand. It goes for the hard sell.
Eyeballs marketing interrupts your attention to get its point across – hence the label interruption marketing. Think advertising, commercials, cold calls, telemarketing, direct mail, spam, billboards, sales promotions, guerilla tactics, and so on.
Eyeballs marketing interrupts what interests you: You want landscape? Here’s a billboard. You want a show? Here’s a commercial.
Eyeballs marketing is unidirectional. It speaks in terms of target groups, channels, touchpoints, funnels, campaigns and other military terminology.
Hearts and minds marketing: “Listen to your heart”
Hearts-and-minds marketing aims to reach the right people at the right place and the right time. Meaning, on their terms – where and when theywant to be reached. Hearts-and-minds marketing goes for quality, with the value metrics that go with it. It’s a relationships game.
Hearts-and-minds marketing pulls. Communication originates in the customer seeking the company’s message, and is directed toward the company – the respondent in the equation. Hearts-and-minds marketing excels in satisfying real demand, particularly as it relates to strengths and virtues. Hearts-and-minds marketing goes for the soft sell.
Hearts-and-minds marketing attracts your attention by giving you what you want – hence the label permission marketing (though permission is only one aspect of hearts-and-minds marketing). Think content in its assortment of forms (articles, blog posts, magazines or other publications, stories, tutorials, status updates, links, videos, audio files, white papers, newsletters, etc), events (education or training opportunities, public speaking engagement), community-building, and so on. Note that to remain sustainable, hearts-and-minds marketing should not be distributed in the eyeballs marketing form, e.g. an email newsletter to people who have not subscribed to it.
Hearts-and-minds is what interests you: You want to know what backpack to buy? Here’s a tutorial about how to pack for whatever trip you’re taking. You’re deciding whether to use email for your business? Here’s a white paper on trends in email marketing.
Hearts-and-minds marketing is a closed-loop system, speaking in terms of community, participation, engagement, systems and other social sustainability terminology.
What’s your take? What comparisons or analogies for sustainable marketing do you use or have seen?
This commentary can be found originally at: Sustainable Marketing Blog by Peter Korchnak. Better triple bottom line.