This week I had a very interesting debate with my Master in Digital Marketing‘s peers regarding trusting experts. Should we really trust the experts in our profession? For me this is not a question about defining what an expert is, for me this is a question about what we understand by trust. And in my opinion, trust is definitely a subjective sentiment and each different person will feel it under different criteria:
– The intuitive guy will feel trust when an expert makes him feel a success smell
– The coward guy will feel trust when an expert comes in with a great reputation
– The conservative guy will feel trust when an expert shows him a great book of case studies
– The insecure guy will feel trust when he sees how the other peers trust an expert
– The maketinian guy will feel trust when an expert talks in the same terms he believe his target would love to hear
– The egocentric guy will feel trust when an expert has the same opinion as him…
My point is that I don’t know if it does exist an answer to the question if we should trust the experts, taking into account that trusting an expert has, for each of us a different meaning, a different motivation and of course, a different result.
Based on my list I would say, the coward should never trust an expert, the intuitive should, the insecure shouldn’t…
So at the end, the problem is not in the expert side, the problem (and the solution!) is in our side! How do we take decisions? Are we capable of reading between lines? Are we emphatic? Do we have the information, the experience and the talent! to take the right decisions? Even: are we usually lucky? 🙂
I think technology in media is bringing simplicity in one side and sophistication in another.
Simplicity means that, indeed, media is more and more becoming a commodity, anyone can do it, the machine weight is bigger more and more so it is provoking a disintermediation.
But it is also true that we have the sophistication aspect: this means that the more technologic media planning tools become, the smarter they will get, the more accurate, complex and complete info they will deliver, and all this complexity will require human resources that will add value to that info for sure.
I have an example, today I had a meeting with a company belonging to Havas, they have a platform where all the aspects regarding Public Relations, Institutional Communication… are “mechanized” so companies need no more executives sending press notes, human resources devoted to press clipping, physical rooms to make press conferences… All is made now on the portal. But could we say that Public Relations Services are a commodity now? absolutely not. This technology is just an opportunity and it is true that they have to take advantage of it but always having in mind that when a particular service has become a commodity, human intelligence has to keep going further, creating new tools which make them to give more accurate outputs and better results, interpreting in smarter ways the data, getting deeper into the “micro-knowledge” of that issue, adapting to new scenarios…
In media plan it will happen the same: technology will make the “basic” planning a commodity but the “premium” planning will always be an added value service. At least, this is my opinion.
So in summary, I would say that technology is turning the basic services into commodities and the human supported services into strategic and added value offers.
I found this good quote today (sorry in Spanish):
No me gusta recibir los power points tradicionales sino que querría algo como un power point pero en el que sale el narrador explicando la idea. Quiero una presentación en el que pinchas (apretas para los lectores latinoamericanos) PLAY y los emprendedores cuentan en 5 minutos su propuesta y se los ve a ellos y a sus ilustraciones. Esto es mucho mejor que tener que leer hoja tras hoja de una presentación.spanish.martinvarsavsky.net, Inglés básico para emprendedores o cómo me gusta recibir los pitches, Nov 2009
If you’re interested on pitches or entrepeneurship projects, you should read the whole article.