I’ve always been focused on tactics and best practices in marketing,
but lately I’m considering the more fundamental questions of how ideas
spread, why certain people absorb certain concepts, and what marketers
can do to advance their products, brands, or causes.
If data is the new oil, where does that leave attention? The demands on our attention are growing rapidly – from traditional TV to streaming services to ebooks to podcasts to social media…the list is never-ending, but we still only have 24 hours in a day.
“Cut through” is a concept I first learned in Australia which articulates an idea I hadn’t really thought about. In Australian politics people talk frequently about “cut through” – as a noun – all the time: “Is this policy getting ‘cut through’?” “How do you get ‘cut through’ with social media?
For me, it captures this notion of “Is what I’m doing being noticed?” Which I think should be at the heart of all marketing. It goes beyond the tactical question of “Am I executing this tactic correctly?” and more to “Am I actually making a difference?”
Everything we do in communications and marketing is about getting people to notice, care, and act. We are desperate for cut through.