Effect.
Outcomes often extend beyond what was intended, or expected. They underscore the inexact nature of targeted communications and marketing, and a lack of understanding and specificity of primary audiences.
In an increasing number of instances the size, worth and responsiveness of secondary and tertiary target markets exceed those which have been identified, isolated, analysed and focused upon as probable and preferred customers and clients.
The allocation and deployment of scarce resources, to reach out, connect with and engage all appropriate cohorts is a perplexing conundrum for business owners, managers and service providers.
Prospect-leakages are common and profound, impacting on and compromising effectiveness, efficiency and productivity. It is a recurring cost borne by most commerce. It provides explanations, in part, for the unattainable goal of maximising sales, market-share and profits. Moreover, it provides currency, understanding and a differing measure of rationality for optimising endeavours.
The current global digital economy consumers – corporate sector and individuals – tend to be more assertive and active than in the past. Previous strategies, which were founded on mass media, analogue channels, passive audiences and intrusive messages and initiatives, are necessarily being subjected to review, refinement and recalibration.
Selective perception, message rejection, and subjective, emotion-based evaluations persist. However, in a grossly over-communicated society the “communication fog” is more enveloping. Seemingly, boundless information exists and is being projected and articulated, but to less effect.
It is not that the intended recipients are immune. Rather, they are more oriented to specific platforms and channels. Influences and influencers are more self-determined, often of questionable credibility, transparency and integrity.
Long-established, traditional mass-media sources have been subjected to intense and repeated scrutiny. Negative and qualifying fallout is inevitable with repeated references about “fake news”, “social-bias”, “left-wing”, “right-wing” and “after-dark” commentaries.
Truth, balance and objectivity seem historic virtues.
The accuracy of the mass-media commentary is considered to parallel that of economists and weather forecasters (or meteorologists, who are deemed to be in a parallel universe).
Against a background of popularist politics, personified with the pretence of Donald Trump, Recep Tayyip Erdogan (President of Turkey) and Rodrigo Duterte (President of Philippines) and unsubstantiated tweets on social media, the causes of unanticipated consequences are difficult to source, and therefore to analyse, influence and implement.
REPETITION
Effective initiation of conversations and the guiding of narratives can be a function of repetition and volume. Getting above the clutter of “white noise” (unobtrusive background ambient sound and messaging) requires concise, specific, attitudes, opinions, values, perceptions and intent, which are consciously “packaged” as “authorative”, “authentic facts”. Really? Well not real, but executed with intent.
Endorsers, ambassadors and advocates who pass on, share and “like” communications, multiply the exposure and acceptance of key messages. However, the original initiator loses control of the distribution process.
Unintended and unknown audiences typically result in unintended and unknown outcomes. Philosophical acceptance is understandable. One can only do what one can do, and what one intended. The consequences are in another realm and are another dimension.
INTERDEPENDENCE
The COVID-19 pandemic has highlighted the interdependent nature of businesses and demand. In many, if not most cases, such relationships overlap and integration were not recognised nor considered in the formulation, documentation and implementation of strategies and tactics.
For example, retailers of homeware have learnt that a long-standing competitor was the tourism industry. Week-in and week-out sales, revenue and opportunities were lost to self-indulgent expenditure which was centred on interstate and international travel, accommodation, dining and experiences.
Hard-border lockdowns imposed by governments narrowed options and channelled both attention and expenditure on “hard-products” from the homeware (among others) sector.
Alas, a further case study of unintended consequences.
Who would have thought? Who would have, and did know?
It’s time to awaken to the realities and complexities of the contemporary (probably not new) world – and to the many unintended consequences.
SELF-LIMITING
Self-belief in one’s ability to discerningly and discretely target narrow-based audiences, limits the scope to generate widespread interest, demand, sales, revenue, profit and ultimately repeat and loyal business.
Cascading exposure and impact should be accepted, welcomed – free from the desire to justify and explain such unintended consequences. Be philosophical.
Such does not fall within the bounds of chaos theory.
CONCLUDING OBSERVATIONS
A butterfly flutters its wings in the Amazon basin, Brazil, South America.
Meanwhile, on the plains of Africa...
Consequences. Unintended.
THE AUTHOR:
Barry Urquhart
Marketing Strategist
Marketing Focus
M: 041 983 5555
E: Urquhart@marketingfocus.net.au