A World Cup Example featuring Ghana vs USA
You might be wondering, what could possibly be the correlation between the Zero Moment Of Truth, analysis and black magic (i.e. Juju)?
Actually there's none. I just wanted to get the attention of a certain kind of audience.
But since you are here, please do stay with me for a minute or two ok?
So, If you have NEVER met or heard of anyone who uses black-magic (or juju), then you've probably spent most of your life living outside of Africa. I mean seriously, practically everyone I know either knows someone who has used juju before, or they have some story of some neighbor or the other.
So my question here is,"why do people use it?" or, "why do they trust enough to try it?"....Do they ever actually think that last part through?
This article should challenge you to think of ZMOT strategy as a marketing strategy that is built on analytical data. Not on hearsay or on old-wives fables.
So please don't ask me if I do. Okay? Depending on who you are, you will not like my response. :)
That is the issue!
Let's look at a funny example:
USA vs GHANA World Cup 2014So here's a funny but true example of what I am saying:
Last night, I was watching the USA vs Ghana (2014) world cup game with my neighbor, Patrick.
Now, at some point the game, the camera suddenly showed a Ghanaian fan that was unmistakably dressed like a "baba-alawo" (or witch doctor - or juju man).
And I must confess he looked a little scary as the close-up shot captured him in slow-motion as he whipped his hair around like Willow Smith.
Hahaha. Apologies to that sweet little girl.
|He actually looked a bit scary while he was animated, and in slow motion. Hahaha!|
Anyway, within the next minute, Ghana got a goal to level the scores. And it was a beautifully worked goal indeed.
So Patrick immediately remarked, "what if it was their juju man that did it?".
And while Patrick wasn't such a superstitious person, I guess his comment was because he made some kind of correlation in the fact that the goal had been eluding the Ghanaians all along, until that sudden recognition of the witch-doctor.
And me, being a man that sincerely supports "fair-play" when it comes to logic and reasoning, I was willing to indulge him for a minute.
And so I asked,
"Did he travel to Brazil to use his spiritual juju powers to get a draw for his country, or a win?"
"Anyway, if they were to show him again before the match ends, and within a minute of that showing, Ghana were to get another goal to win the match, then maybe I will take what you said seriously, and I would probably start to do some serious research into juju in football".
I mean, that's fair enough isn't it?
But it is important to note that I don't just feel this way about witch-doctors alone:
I think true lovers of football should also not shy away from challenging the "expert analyses" of the many soccer pundits on tv or cable. Because let's face it, these days it is so easy to get on tv and start talking "football analysis" without actually using any real analysis to arrive at your postulations. Neither do the pundits demonstrate true knowledge of consistent patterns in their readings of the game.
(meanwhile, see how I combine Web Analysis with my Football game reading skills)
So in my marketing business, I tell my clients it is important to think about traditional television and magazine advertising this way as well. I tell them to challenge the claims and not just go ahead to buy a billboard advert simply because that's what others do when they've made a certain amount of money.
In fact, it is my nature to challenge everything.
(by the way, Stimulus & traditional advertising refers to the kind of promotions that prevailed before the digital age)
I am not saying that traditional advertising does not work anymore, or that it is like juju. No, that's not what I am saying entirely. Yet you must agree that television, magazines, radio and even billboards don't have anything close to the kind of influence that they once used to have over our lives.
This is why analysis is so important to me.
And analysis must always take context into consideration. I bet even my friends in my Community, True Football Analysts, are tired of hearing me say this.
ANALYSIS IN SEO, PPC, DISPLAY, SMM, YOUTUBE, & ALL DIGITAL STRATEGY
The scariest part is that they are already getting some answers to their questions. The problem is, from whom?
|People are more likely to search for answers before making a decision to buy.|