Recently, I came across a social media post that — honest to goodness — went on at length about the price the poster would be willing to pay for a new brand of ketchup.
“I’d need 50 percent off to give it a try,” opined the timid tomato tester. “If I turn out not to like the product, it’s just a whole lot of wasted time, and a waste of food .”
“This calls for snark!” some alien voice urged me.
I’m not proud of it, but there was only one possible reply: “Dude. It’s just ketchup.”
Unlike the man-child clinging to the safety of the almighty Heinz brand, some people actually get paid to overthink stuff. That appears to be the case in the marketing profession.
Despite some underlying complexity in the permutations, probabilities and platforms, there are many topics in digital marketing today that could use a little dumbing down — at the very least to overcome paralysis, but also to avoid doing fake work or engaging in “doctor that actually makes the patient sicker” activity (of the type Nassim Taleb has been so eloquent in calling out).
Bidding accurately on different geographic segments is one of those topics. Let’s go.
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