moments of truth
I’m excited to share the first in a new cartoon series I developed with Motista. Motista is challenging traditional market research with a technology-based approach to consumer intelligence. To lampoon the current state of market research and available data, we created a cartoon series called “Moments of Truth“.
When I launched Marketoonist, this is exactly the type of project I had in mind. Motista is sponsoring a conversation, using cartoons so that we can collectively laugh at ourselves. Cartoons are a form of “content worth sharing”. I’m sharing the first one here because I think all marketers can identify with the pain points of market research and lack of data in marketing decisions.
This week’s “Moments of Truth” cartoon parodies the challenge of justifying your marketing investment. Motista co-founder Alan Zorfas shares some insights into the current situation:
“Look, one of a company’s greatest assets is this “intangible” connection marketers build with consumers. This connection protects customers from competitors, attracts new ones, creates margin and can transform customers into brand advocates, affecting top-line and bottom-line performance. Yet, it’s far easier today to defend a tactical-level promotion that produces a 5% blip that can erode the very connection we’re discussing here. All kinds of tactics live under the marketing umbrella, but we can only build, leverage and “justify” connection if it lives in the accountable data-driven world of business today.” (more at motista.com)
I’d love to hear your thoughts on “Moments of Truth” as a series and this cartoon in particular. I’ll share new cartoons as we launch them.