Who does what the market doesn’t?

Pauli Waroma
CEO & Founder, Sherpa

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Big Data was globally introduced to the marketing industry a few years ago. The global media handled the topic from the point of view of how large-scale businesses collect and utilize data – namely, segmentation and optimization. At that point, the digital revolution of the media was already old news. For the Finnish marketer, new trends included more opportunities, more offers and more available information. At the same time, there was talk about the death of television.

Simply put, for marketers, this meant the end of traditional storytelling: why broadcast a 45-second story through a dying medium when you can make use of four hundred banners that can be optimized on the basis of their impact and provide results that can be observed in real time?pauliwaroma_nosto_1

The means to collect and utilize data are being constantly developed. Ideally, monitoring the lifestyles of individuals and combining data from different sources should allow you to connect with an increasingly limited target group, all the way down to the individual. This combined with the possibilities offered by virtual reality means that we can start envisioning a world in which all marketing messages are targeted and integrated seamlessly into the daily life of individuals.

But when will we get there? In fact, shouldn’t we be there already? Or is it more realistic to assume that this will only become relevant to marketers in five, ten or twenty years? And most importantly, when the time comes, what is the stimulus that will be used to affect individuals?

It seems that in Finland, where engineer-like mindsets are appreciated and a kind of shyness is something of a rule, we prefer to employ channels and means of leadership that are based on information. First we analyze, and then we analyze some more. After that, we optimize. However, we should try to keep in mind that even though means and channels change, people do not. We should strive to keep improving our ways of understanding people, constantly discovering new ways to charm, awaken, thrill and enthrall. Finland may be on its way to becoming the forerunner of optimization, but does this mean are we going to just build means and channels and then purchase all content from those who still remember how to send a message that resonates; the Swedes, perhaps?