The Marketing Bureau

By Mitch Wagner,
Editor in Chief  The CMO Site

Old institutions can be slow to embrace new technology, and there are few institutions older than the Roman Catholic Church. So a recent message from Pope Benedict XVI was surprising for its nuance and insight into the Internet and social media. And the Pope's message is relevant to marketers.  

The message starts by noting that the Internet and social media have transformed communications. That's certainly true for marketers, which have seen a big change in priorities from traditional to digital media.

The Pope notes that "the clear distinction between the producer and consumer of information is relativized, and communication appears not only as an exchange of data, but also as a form of sharing." All of this is true for marketers, who need to listen and talk with potential customers, not just shout messages at them.

Pope Benedict also warns of "the risk of constructing a false image of oneself, which can become a form of self-indulgence." Translated for marketers: Be honest online. Speak in a human voice -- don't resort to corporate-speak, marketing buzzwords, and jargon.

Young people are more apt to use social networks, the Pope notes. The implication for marketers: Social media open new ways to market to young people.

The Pope continues:

"The new technologies allow people to meet each other beyond the confines of space and of their own culture, creating in this way an entirely new world of potential friendships. This is a great opportunity, but it also requires greater attention to and awareness of possible risks. Who is my 'neighbour' in this new world? Does the danger exist that we may be less present to those whom we encounter in our everyday life? Is there is a risk of being more distracted because our attention is fragmented and absorbed in a world “other” than the one in which we live? Do we have time to reflect critically on our choices and to foster human relationships which are truly deep and lasting? It is important always to remember that virtual contact cannot and must not take the place of direct human contact with people at every level of our lives".

For business, this means the Internet can open up new markets and international trade. However, companies risk losing sight of their core businesses, distracted by the glamour of new frontiers and glittering technology. And companies also risk losing sight of the value of old-school marketing, particularly face-to-face marketing.

Finally, the Pope warns: "The truth which we long to share does not derive its worth from its 'popularity' or from the amount of attention it receives." That should be tattooed on every marketer's forehead. The name of the game in marketing is not racking up high numbers of Twitter followers, Facebook "likes," or page views -- it's driving sales.

This seems to have been a good month for getting marketing lessons from unexpected places. Previously, we heard marketing advice from the US State Department and primitive tribes living on the South Sea Islands after World War II.

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