“What’s this whole world coming to?
Things just ain’t the same,
any time the hunter gets captured by the game.”
– Smoky Robinson

Back in 1994, I devoted one of my weekly MediaDailyNews
columns to the unsuccessful search for an antonym for the
word predatory — used by a friend to describe the entire
digital marketing industry. Now, half a decade later and
no closer to success, it’s time to revisit the whole
marketer-as-predator theme…

Predators are hunters; they target, stalk and attack –
just like digital media professionals. Evidence of our
carnivorous behavior is found everywhere we look. Even
the most casual survey reveals that the vast majority of
digital marketing trade articles introduce, explore and
debate technologies designed to target and deliver market-
ing messages — this, despite the fact that our intended
prey seems more than ever determined to avoid them at all
costs. More disturbing still is the reverse technology-to-
performance ratio that accompanies this massive cat and
mouse game; the more time and money we invest in targeting
technologies, the more performance declines.

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The jury is in, folks, and the verdict against the digital
marketing industry is guilty by reason of insanity
(defined as doing the same thing over and over and expect-
ing different results). Our industry labors under a self-
imposed mass psychosis that somehow convinces us that
stupidity is okay as long as everyone is stupid. Don’t
get me wrong: I’m a big believer in ignorance as a key
component of innovation and faith, but stupidity is a
whole different creature. In an on-demand world where
advertising seems to be the only thing no one demands, the
whole concept of targeting an audience that resists every
effort to do so seems not only archaic and non-sequitur,
but downright stupid and self-defeating.

We are so immersed in and enthralled with our own
technologies and corresponding mythologies that we fail
to see what’s been in plain sight all along: In an on-
demand world it makes far more sense to let the audience
target us. To do so, however, requires a tectonic shift
in our own thinking and a willingness to put our obsessions
with all things digital on hold just long enough (on
occasion) to entertain the rarest of jewels in a world gone
mad: common sense.

Common sense dictates that we learn to distinguish between
hunting and fishing. As mentioned above, hunters target,
stalk and attack. By contrast…

“Any fish bites if you got good bait.
Here’s a little something I would like to relate…”
– Doc Watson

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Common sense is what the Yaqui shaman Don Juan exhibits
in Carlos Castaneda’s The Teachings of Don Juan: A Yaqui
Way of Knowledge when he sets out to hunt a rabbit. Like
today’s fathomless media landscape, Don Juan’s native
desert habitat is far too vast to cover and his prey too
wily to stalk and hunt efficiently. So he doesn’t stalk
and he doesn’t hunt at all. Instead, he sets a trap and
invites the rabbit to make a choice: enter or don’t.
Thus he fulfils his own needs by honoring and respecting
the free will of his perspective dinner. Likewise,
wouldn’t advertisers be better served in an on-demand
world by a model that invites us to participate rather
than by one that hunts us down like animals? Wouldn’t
advertisers be better served in an on-demand universe by
a model that transforms them from hunters into the hunted?

Advertising is an art, not a science, no matter what the
MBA-driven technocrats say. And in the art of persuasion,
good bait trumps good ammo every time. On-demand media
demand good bait, but we respond instead with more
sophisticated ammo and launch the equivalent of laser-
targeted carpet-bombing campaigns that not only further
alienate our prospects, but convert the media landscape
into a scorched wasteland in the process.

Wouldn’t you know it? Just when we need it most, common
sense goes fishing…

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About Jeff Einstein and the Brothers Einstein

Jeff Einstein is one-half of the Brothers Einstein, a
creative strategy and branding boutique. The Brothers
Einstein work with select rapid-growth clients to help
define and execute healthy brand strategies in a toxic
media environment.

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