There’s no doubt that the more and deeper consumer data and performance analytics we can gather, the more effective marketing and messaging can be.
But data is fact. Facts are good, but they lack emotion and often the motivational “why” behind them. As a result, facts can be deposed by a better fact quickly and easily. 3x the whitening power is better than 2x the whitening power.
Data is also invaluable food for communication. And communication is an art. Inherent in art is emotion. Be it joy or sadness, humor or anger, empathy, curiosity or love. Emotion make facts resonate.
It’s this artful communication of fact and the resulting personal experience that create brand enthusiasts, loyalists and inspire brand activists to bring others into the fold.
Which is no doubt why “Just Do It” is in its 34th year and Nike is projected to hold a steady, commanding 27.4% share of the sports and athletic shoe and footwear market between 2011 and 2025 *
Yes, you can have more finite consumer data and insights now than ever before.
But it’s important to keep perspective. It’s what we do with, and how we use, data that’s the game-changer.
Data is a silver lining, not a silver bullet.
•Source: Statista: Forecast of Nike’s global market share in athletic footwear from 2011-2025, February 4, 2021.