Marketing To Eleanor Rigby

In the twenty-first century, it’s never been easier to stay in touch, on this planet or in outer space.

We are all connected all the time. Then why are we all so damned lonely?

Last year, The National Science Foundation reported one in four people said that they have no one with whom they can talk about their personal troubles or triumphs. Take immediate family members out of the equation, that figure jacks up to fifty per cent!

If we’re all so connected, how can we feel so isolated? Because we’re each masters of our domain. The average American is staring at a screen (TV, computer, smartphone, tablet, etc.) nine and a half hours a day. Over half your waking time is spent watching objects projecting life, instead of living it.

But what about our enhanced interaction through social media? Our 982 Facebook friends, our LinkedIn connections, Twitter chums, Pinterest pals, et al? Yes, they provide the illusion of social interaction, and you certainly know more than you want to about someone’s political beliefs or pet urinary tract problems, but they’re mostly empty social calories.

We’re starved for real human interaction and connection. People still want and need people.

Which brings us to your responsibility as a marketer. Are you helping people through your understanding and empathy to their situations, their need for connection–– or, are you adding to the barrage of noise they are inundated with?

Without empathy, you may be writing the words of a sermon that no one will hear.