Mythbuster: Marketing is no religion
Les Binet and Sarah CarterDDB
Les Binet and Sarah Carter of DDB get a little bit angry about some of the nonsense they hear around them... like the idea that marketing 'converts' people.
'Conversion' is all around us these days. Whether running a brand campaign, sending targeted direct marketing, or managing a website, the aim seems always to be to 'convert' people - from believing X to believing Y, from rejectors to prospects, or from customers into loyalists. You'd think we were missionaries, not marketers.
Grrr… But this religious-conversion language is dangerous when applied...