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.
BROWSE SIMILAR CARTOONS IN: market research, marketoon, Motista
Wow. It’s what I’ve always thought! Now I know why every time I put “post campaign effectiveness measurement” into a cost quote it always seems to get overlooked, ignored or I receive an out of office call saying “let’s look at that as a separate cost after we’ve rolled out the campaign” (something that never gets looked at, even when you remind the marketer about it afterwards).
Maybe it’s a “budget” thing? Which would be ironic, since measurement will prove bottom line effectiveness of marketers, unless the marketers are scared to put their jobs at risk because they don’t really believe in what they’re doing or they just point to the agency and say…”It was them, it was their fault it all went wrong.” Whilst hiding behind a copy of marketing week looking for their next promotion. Apologies to the very few professional marketers that do measure the effectiveness of their campaigns, alas you are fewer on the planet than people with an IQ above 170.
I think it’s great Tom! It seems like a good match between your usual approach and what Motista is looking for. Looking forward to seeing more.
It’s a terrific cartoon, and it looks like a match made in heaven. Can’t wait to see the next one!
Great concept, go for it!
love it, tom! and i enjoyed reading alan zorfas’ post on the thinking behind the series — esp. “The point is to laugh and enjoy. It’s the best medicine. The best cure, however, is to change the experience.” who knew cartoons could be so powerful?! (me, for one!)