I love to read. Even more so, I like holding books in my hands. I dislike the Kindle, and I’m an evangelist for the importance of turning a paper page.
So the irony that I coordinate planning, programming and testing websites isn’t lost on me.
In fact, I love my work. And I love doing it at KW2, where we on the digital team redesign websites, optimize for search, run PPC campaigns and help clients with technical solutions to their digital challenges. We do it all and we do it well.
But it’s important not to forget that “traditional” forms of media can still resonate with an audience. Even excite them. In fact, human beings still read books. You heard it here first, folks! And that’s how Mark Zuckerberg wants to unite us in 2015.
His global book club’s pledge to read a book every other week in 2015 recruited almost 140,000 joiners in its first 48 hours, and the momentum just keeps growing. His track record shows we can count on him to carry it through: in the past, he’s learned to speak Mandarin, eaten vegetarian (unless he killed the animal himself) and worn a tie every day.
The Atlantic called him ‘the new Oprah,’ and for good reason: the club’s first book sold out on Amazon within 36 hours. That Oprah moniker earns your eye roll, yes. But it’s important to recognize what this means for anyone thinking about how to connect with an audience.
“Books allow you to fully explore a topic and immerse yourself in a deeper way than most media today,” Zuckerberg wrote. “I’m looking forward to shifting more of my media diet towards reading books.” Zuckerberg might be a punk in a hoodie (that’s what my father affectionately calls him), but he’s hitting the mark here. Even Warren Buffet and Charlie Munger make the time in their schedules to read upwards of 250 books a year, crediting their unquenchable thirst for knowledge an important part of their continued economic success. I’m no billionaire, but I definitely know that when I curl up with my favorite Russo, it’ll stick with me much longer than a banner ad or an Instagram photo.
Our “media diet” should nourish us, just like our food diets. As consumers, we deserve information that serves us well. If you sell a product, inspire a change in behavior or motivate charitable giving, people will only connect with your message if and when you’ve earned their attention. Whether it’s a guerrilla marketing event, a print ad or a radio spot, good advertising should be compelling, real and meet your clients’ and your clients’ customer’s needs. Period.
Digital marketing matters. Duh. Your customers matter more. Those customers may still want books. That means ‘traditional’ advertising matters. We’ve got you covered there, too. We’ll let our print work speak for itself.