我的消费券

“I hate marketing.“
“Marketing is evil.“
“Marketing doesn’t work.“
“Marketing doesn’t work on me.“
“I’ll never buy from a company that markets to me.“
“我最讨厌的营销。”
“营销是邪恶的。“
“营销无效。”
“行销对我无济于事。”
“我永远不会从向我推销产品的公司那里购买产品。”
My best argument against those kinds of reflexive, anti-marketing takes is this: people create wonderful things to help one another, to entertain, to make art, and yes, to make money, too. But just because something is wonderful doesn’t mean anyone will find it. To earn customers you need awareness. To earn awareness, you need marketing.
Marketing isn’t inherently good or evil, effective or ineffective. It is, like so many things in this world, what we make of it. Bad marketing, either the evil, manipulative kind or the well-intentioned, but poor-performing kind, tends to leave a more memorable impression than the good, effective varieties.
Great marketing rarely feels like marketing at all. It feels like someone has a compelling solution to your problem and is kindly telling you about it. Bored? Watch this TV show that’s right up your alley. Want something light, with a bit of heat for dinner? Try this spicy pork and soba recipe. Looking for a great microphone to complete your work-from-home video call setup? We tested 11 mics and recommend this one most.
Even when we find marketing annoyingly interruptive, (“ugh, stop showing me these ridiculous Instagram ads for products I’m never gonna… wait… a Kickstarter for a Native sci-fi RPG? Why yes, I will back that, thank you Instagram advertising”) the right ad at the right time will spur us to action.
我反对那种反身，反市场行为的最好论据是：人们创造奇妙的事物来互相帮助，娱乐，创造艺术，是的，也能赚钱。但是，仅仅因为一件美好的事情并不意味着任何人都会找到它。为了赢得客户，您需要提高知名度。要获得知名度，您需要进行营销。
营销并不是天生就是好事或坏事，有效或无效的。就像这个世界上的许多事物一样，我们是由它构成的。不好的营销，无论是邪恶的，操纵性的还是故意的，但表现不佳的营销，往往会比好的，有效的品种留下更令人难忘的印象。
出色的营销很少会感觉像是营销。感觉好像有人对您的问题有一个令人信服的解决方案，并很高兴地告诉您有关此问题的信息。无聊的？观看此电视节目，就在您的小巷附近。想要些清淡的东西，在晚餐时加热一下吗？试试这个辛辣的猪肉和荞麦面食谱。寻找出色的麦克风来完成在家工作的视频通话设置吗？我们测试了11种麦克风，并最推荐这种麦克风。
即使我们发现行销令人讨厌，（“哦，不要再向我展示这些我永远都不会想要的产品的可笑的Instagram广告……等等……一个原生科幻RPG的Kickstarter吗？为什么会，我会支持，谢谢你，Instagram的支持吗？广告”）在正确的时间正确的广告将促使我们采取行动。
At the core of marketing is a process:
营销的核心是一个过程：
Marketers help creators determine the problem their product solving, and where they fit vs. alternatives. Is that video game for casual, mobile gamers who have 5-minutes between errands? Or is it for dedicated gamers at their high-end desktops? Is that microphone right for quiet offices? Or for chaotic, noisy environments where a voice needs to stand out from the background?
Then, they determine the right audiences. Interests, demographics, behaviors, values, and attributes are all valuable here. But what a marketer really wants to get at is the combination of those factors that indicates a right fit for A) the problem being solved B) the solution the product provides and C) the campaign’s requirements (e.g. reach, budget, margin, etc).
Now, we need to learn about that right audience. Specifically, what messages are going to help them recall your solution when they have the problem you solve? And where do they pay attention? Once those two questions are answered (usually a long process involving a lot of experimentation, especially on the first), marketers do what everyone *thinks* marketing is: amplify those messages to that audience in the places and ways they pay attention.
Tactically, marketers do a whole bunch of other work, but nearly all of it is in service to or within a framework around those five things. Naming a product? That’s #3. Optimizing PPC ads? That’s #4 and #5. Positioning? That’s #1. Social media posts? That’s #3 and #5. Using SparkToro? That’s #2 and #4.
Now, you can argue that some of that work is evil or worthy of hate when it…
营销人员可以帮助创作者确定其产品解决的问题以及适合的产品和替代产品。该视频游戏适合那些在差事之间间隔5分钟的休闲移动游戏玩家吗？还是专用于高端台式机的游戏玩家？那个麦克风适合安静的办公室吗？还是需要声音从背景中脱颖而出的混乱嘈杂的环境？
然后，他们确定合适的受众。兴趣，人口统计，行为，价值和属性在这里都很有价值。但是营销人员真正想了解的是那些表明适合以下因素的因素的组合：A）要解决的问题B）产品提供的解决方案以及C）广告活动的要求（例如，覆盖面，预算，利润等） 。
现在，我们需要了解合适的受众。具体来说，当他们遇到需要解决的问题时，有哪些消息可以帮助他们回忆起您的解决方案？他们在哪里关注？回答完这两个问题后（通常是一个漫长的过程，需要进行大量的实验，尤其是第一个过程），市场营销人员便会做每个人都认为“市场营销”的工作：以他们关注的地方和方式向受众传达这些信息。
从策略上讲，营销人员会做很多其他工作，但几乎所有工作都是针对这五件事或在这五件事中的框架内进行的。命名产品？那是＃3。优化PPC广告？那是＃4和＃5。定位？那是第一名。社交媒体帖子？那是＃3和＃5。使用SparkToro？那是＃2和＃4。
现在，您可以争辩说，其中的某些作品是邪恶的或值得仇恨的……
Pushes products or services you don’t want
Appears in mediums or sources where it’s unwelcome
(e.g. those awful windshield flyers people stick on cars, even when it’s about to rain and the writing gets ruined so you never even find out what the flyer was for, but you know a soggy pile of gunk will clog up the bottom of your windshield for days)
Promotes something in a misleading or dishonest way
Takes advantage of people who can’t reasonably afford or resist a product
Does everything right, but for an abusive product or cause
推送您不想要的产品或服务
出现在不受欢迎的媒介或来源中
（例如，人们贴在汽车上的那些可怕的挡风玻璃传单，即使在下雨和书写被破坏的情况下，也无法找到传单的用途，但您会发现一堆浑浊的黑色会堵塞挡风玻璃的底部数天）
以误导或不诚实的方式宣传某物
利用无法合理负担或抵制产品的人
一切正常，但针对滥用产品或原因
Interestingly, almost no one argues that marketing by and for companies, products, people, causes they love (or whatever work they’re doing) is evil. Then it becomes, “how do we tell more people about this great thing we’re doing?”
有趣的是，几乎没有人争辩说，由公司，产品，人员以及针对公司，产品，人员进行的营销，导致他们热爱（或所做的任何工作）是邪恶的。然后变成“我们如何向更多的人介绍我们正在做的这项伟大的事情？”
Why Does Marketing Earn Such Hatred?
Look, marketing (often conflated with advertising in most public surveys on the topic) has a statistically measurable, awful reputation. The problem starts with ethics.
Via Gallup’s 2020 Honest/Ethics in Professions Poll of Americans
People outside the profession believe marketers have low standards of honesty. In their eyes, we’re willing to bend rules, manipulate, tell lies, mislead, and use their psychological weaknesses against them to get what we want.
营销为什么会产生这种仇恨？
外观（在大多数有关该主题的公开调查中，营销常常与广告混为一谈）在统计上可衡量，令人毛骨悚然。问题始于道德。
通过盖洛普（Gallup）的2020年《诚实/道德在美国人职业调查》中
业内人士认为，营销人员的诚实度很低。在他们的眼中，我们愿意改变规则，操纵，撒谎，误导并利用他们的心理弱点来获取我们想要的东西。
Marketing Has a Memory Problem
Every day, we ignore thousands of messages attempting to garner our attention. I’d guess 99.9% of those are relatively harmless and entirely forgotten. 0.09% are effective enough to incite an action—a purchase, a click-through, a login.
But, 0.01% really are evil. They’re trying to mislead us. Or sell us something deeply problematic. Or convince us of something that could harm us or others. Unfortunately, human beings have this thing called negativity bias. We won’t remember the 9,990 messages that passed innocuously by, nor the 9 messages that nudged us to do something we liked. But we’ll absolutely, without fail, recall that 1 awful bit of marketing with gnashed teeth, bubbling anger, unwavering resentment.
Remember, good marketing usually doesn’t feel like marketing at all!
营销有记忆问题
每天，我们都会忽略成千上万条试图引起我们注意的消息。我猜其中的99.9％相对来说是无害的，并且被完全遗忘了。0.09％的效率足以激发行动，例如购买，点击和登录。
但是，0.01％确实是邪恶的。他们试图误导我们。或卖给我们一些严重问题的东西。或者说服我们一些可能损害我们或他人的东西。不幸的是，人类有这种叫做消极偏见的东西。我们不会记住无害地传递的9,990条消息，也不会记住促使我们去做自己喜欢的事情的9条消息。但是，我们绝对会毫不犹豫地回想一下，营销活动令人生厌，咬牙切齿，愤怒泛滥，坚定不移。
请记住，良好的营销通常根本感觉不到营销！
Sure, we wish that people exposed to great marketing recalled the perfectly timed, targeted, placed, and crafted message we spread. But, let’s get real. When marketing works, it’s forgotten.
当然，我们希望有大量营销经验的人们能回忆起我们传播的完美时机，针对性，定位性和精心制作的信息。但是，让我们成为现实。当行销有效时，它就被遗忘了。
In many ways, this is actually what we want!
I don’t want people to hear me speak at a conference and think, “wow, that guy’s marketing is quite effective.” If they do, I’ve probably failed. I’m hoping for, “wow, that guy’s talk was incredibly valuable, I should check out his company.“
Good marketing isn’t memorable. Bad marketing is. Negativity bias means people will remember the bad and never even recognized the good. No wonder our trade sits at the bottom of the “most respected jobs” surveys.
在许多方面，这实际上是我们想要的！
我不希望人们听到我在会议上讲话并认为：“哇，那个家伙的营销非常有效。”如果他们这样做，我可能失败了。我希望，“哇，那个家伙的讲话非常有价值，我应该去看看他的公司。”
良好的行销记忆犹新。营销不好。负向偏差意味着人们会记住坏处，甚至永远不会认识到好处。难怪我们的行业位于“最受尊敬的工作”调查的底部。
What’s the Solution?
This might be the strangest advice I’ve ever given publicly, but… ignore it. Don’t try to solve this one. Just, be OK with the popular perception that marketing sucks.
I say this for two reasons.
First, marketing is more in demand, higher-paying, and more crucial than it’s ever been. Neither profession nor practice are experiencing a downturn. Quite the opposite. Interestingly enough, marketing’s also not such a specialized or training-required endeavor as to need vast growth in educational enrollment. Many of the best marketers have no formal education in the subject whatsoever, and still do fantastic work. On top of that, most of the best marketing education is offered outside of formal multi-year degree programs, so even if you need to train up staff, it won’t take a 4-year degree and 2-year residency.
Second, the people who need marketing aren’t shying away from it because of these perceptions. Even creators, entrepreneurs, business owners, and leaders at organizations who espouse negative attitudes about the practice in the abstract engage in it, recruit for it, and pay for it.
On the list of the marketing industry’s problems, public perception is pretty far down. It’s definitely above the one pro-active thing we can do: stop $#!^^y marketing. We don’t need to elevate the perception of marketing by doing more marketing. We just need to do better work, for better products and companies.
If you’re marketing vape pens to teenagers, trying to convince consumers climate change is their problem, promoting vaccine misinformation, or designing dark patterns to mislead web users, stop. Your $#!^^y marketing is the problem. Your $#!^^y marketing is why people think all marketing is evil.
The best part: thousands of other companies need your help. There’s no shortage of demand for great marketing.
有什么解决方案？
这可能是我曾经公开提出过的最奇怪的建议，但是……请忽略它。不要试图解决这个问题。只是，可以接受行销糟糕的普遍看法。
我说这有两个原因。
首先，市场营销比以往任何时候都更加需求，更高的报酬和更关键的地位。职业和实践都没有经历低迷。恰恰相反。有趣的是，市场营销也不是一种需要专业化或培训性的工作，而是需要大量增加教育入学人数。许多最优秀的营销人员都没有接受过该主题的正规教育，但仍然做得很棒。最重要的是，大多数最佳的市场营销教育都是在正规的多年学位课程之外提供的，因此，即使您需要培训员工，也不需要4年的学位和2年的居留权。
其次，由于这些看法，需要营销的人并没有回避它。甚至那些对摘要中的实践持消极态度的组织的创造者，企业家，企业主和领导人也参与其中，为其招募并为其付费。
在营销行业存在的问题列表中，公众的看法远非如此。这绝对是我们可以做的一项主动工作：停止$＃！^^ y行销。我们不需要通过做更多的营销来提高对营销的认识。我们只需要为更好的产品和公司做更好的工作。
如果您要向青少年推销vape笔，则试图说服消费者气候变化是他们的问题，加剧疫苗错误信息，或设计深色图案来误导网络用户，请停止。您的$＃！^^ y行销就是问题。您的$＃！^^ y行销是为什么人们认为所有行销都是邪恶的。
最好的部分：成千上万的其他公司需要您的帮助。出色的营销需求不缺。

“营销是邪恶的”问题。