Automation is taking away our decisions.
Good or bad, right or wrong, it’s reality.
Today you can go into certain stores and the products you put in your cart will be tracked so you don’t even need to check out.
Tomorrow you’ll be shipped products before you even knew you needed them, like advanced “subscribe and save”.
MARKETERS ARE CONSTANTLY TRYING TO FIND WAYS TO REDUCE FRICTION.
The easier the decision is to make, the more likely someone is to make it.
After all, marketing moves people to decisions.
But once robots make all our decisions, what’s the role of a marketer?
- To talk to robots?
- Interrupt the ease?
- Tell stories?
The role persists – to connect people with solutions to their problems.*
*Shortened to “solve problems” for sake of writing ease, not to claim authority and domain on solving all problems.
And the tactics evolve.
How do we solve problems? By changing:
- Inertia – We’ve always done it this way/It’s always worked.
- Reputation – It might cost me something I’m unwilling to offer.
- Inattentional Blindness – My focus is on a different problem.
- Leap – No going back to the way things were.