The discovery of things
Finding something that you never knew existed before. Elation, joy and beauty surge through your self if it is something that you actually like. Rummage through the pages of science, art and literature and you will find it littered with samples of such instances.
It remains such an intrinsic part of our lives. That moment when your lips utter “Oh Wow” before you know.
This process of discovery on the web is far more accentuated. Ironically the most remarkable content is something that you discover always. You stumble across an amazing piece of writing by an anonymous writer whom you start following, a beautiful song which you were so desperately trying to find, a game which makes the clock tick before you know, video’s that make you watch them on repeat mode…content discovery is like a drug. The more you find, the more you delve, the more you delve, the more you learn, the more you learn the more you expand your horizons.
Strangely I have never searched for or stumbled across marketing stuff online. Stuff that was advertised, that was boxed in a campaign, stuff that was created so that people discover it.
People I guess beat the marketers to it more often than not. They found the most remarkable and emotional content which had the stench of authenticity and they ranked it, indexed it, shared it, wrote about it, thereby helping millions of others to find it and share the discovery.
It is all this “insignificant” stuff that we stumble across that leaves the most profound impact on us. It gives us maximum joy. Unless marketers create such remarkably authentic experiences it is virtually impossible to gain attention and trust. Sure people can come and see what you are hawking, but by the time they leave, they would have already forgotten you.
To be worth discovering you need to create experiences that is sensory. Transcend the borders of marketing quotient to emotional quotient.
And unless you are doing that, you are wasting your money in all your tactics and processes and channels.
No one will remember and no one cares.