As a physicist discovering the hidden nature of marketing, Scott Brinker recently unveiled his own theory of the relativity of opposing forces.
In preparation for our MarTech conference next week in Boston where VP VP of HubSpot is chairman of the conference, he published last month a discussion paper on " The 4 Forces of marketing, operations and technologies ]. "
While marketers are facing rapid change, he said, two opposing groups of forces must be balanced:
These two competing sets of forces, I did not ask Brinker recently, do they affect virtually all dynamic systems, be they marketing, political or stock market?
Or is there something intrinsic to marketing that creates this perpetual balance?
Centralization to make decentralization possible. It may be widespread in all types of systems, he said, but is particularly endemic in the marketing arena. And it's a push / pull and not a / or.
"You centralize the good things," he said, "and this makes possible further decentralization."
Take Customer Data Platforms (CDP), he said. These are centralized systems that bring key customer profile data into a system, but in doing so make it accessible to everyone.
Even blockchain, whose purpose is to provide a decentralized big book, operates according to a centrally agreed protocol.
Automation for personalization, humans for personality. Automation, he notes, "makes the experience better [and] customers like self-service when it works for them."
When this is not the case, quote the humans.
But even if automation in one hundred years works perfectly 100% of the time, customers appreciate human interactions – or anything that actually claims to be human.
As The recent announcement of T-Mobile that human agents are now available to all customers who wish, brands recognize that human contact even when it causes friction, can add a distinctive personality.
At the same time, automation is more than replacing customer service agents; it achieves the goal of large-scale personalization of marketers.
"Not all data is equal." In short, marketing depends on these dualities, which all revolve around the most important data for a customer-centric enterprise.
"Not all data is equal," said Brinker. For example, a survey of marketing salaries may need to be localized within the HR department, and not centralized or distributed.
"But identity is more important than anything else," he added. "All those who touch a customer [has to agree] that it is the same customer."
It needs to be centralized for more consistency and decentralized for ease of use, and it needs automation to deliver customized experiences tempered by human interaction when automation does not allow not to provide the unique experience.
In fact, this is the customer experience, the sum of the interactions between a brand and a potential customer / customer that each modern brand achieves is the key to the era where a click of the mouse can locate a competing product.
My experience with the brand should be systematically customized and effective through self-service, except in cases where human interaction is beneficial.
It is possible that other dynamic systems may also claim the need to find a balance between the four forces identified by Brinker, but the identity and experience of the customer have incorporated this duality into the standard model of how modern marketing works.
This story was first published on MarTech Today. For more information on marketing technology, click here.
About the author
Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a senior editor for VentureBeat, and he wrote on these technical topics, among others, for publications such as CMSWire and NewsFactor. He founded and managed the website / unit of PBS Thirteen / WNET; worked as a Senior Producer / Writer Online for Viacom; created a successful interactive game, PLAY IT BY EAR: The first CD game; founded and directed an independent film exhibition, CENTER SCREEN, based at Harvard and M.I.T .; and served for five years as a consultant to the M.I.T. Media Lab. You can find it on LinkedIn and Twitter on xBarryLevine.