Do you really want to raise awareness? Does your “About Us” page really say anything about your organization?
In the latest Marketing Minute video, I discuss a trend I’ve been seeing: an increasing focus on “raising awareness,” whatever that means. It’s vague, worthless, but prized by the C-level suite.
I believe we need more honest discourse. We need real communication, real requirements, real expectations.
I hope you enjoy this Marketing Minute video.
What do you think? I’d love to hear your thoughts in the comments section below.
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This is another one of those “Everyone means something different when they say it statement”.
Most of the time it’s just a buzz word to sound smart…plus it’s vague (even better).
Just press them on metrics. Should have an answer then.
It’s worse than vague. It’s weak. Seriously, do salesmen – any kind of salesmen – get paid for raising awareness? No, they get paid to close the deal (“to get them to sign on the line that is dotted.” I remember once being the subject of a phone survey on vodka. They asked all kinds of questions about which brand I perceived as being THE brand of vodka, and at the end of every series of questions, they asked if I drank THAT brand of vodka. No. Why? I don’t drink vodka. There’s the value of raising awarenesss.