Metrics have taken on a life of their own. With the migration in media from print, broadcast and billboards to the digital realm, the ability to trace where we “touched” our potential market has become a weird fascination. And, perhaps, an unwholesome one at that.

No one was more excited than I when I learned the potential of both targeting and tracking potential customers for my clients’ Digital audience metrics were so much more rewarding than the Neilson rating and circulation audits I grew up with. Knowing which pages a visitor to my website read was intoxicating. Being able to “follow” visitors to one of our dozens of websites, then tag them with targeted messages as they continued to browse other sites created an almost giddy sensation, like when you’re doing something just a little bit naughty!

Then I woke up.

This obsession with metrics being chased by me and so many others had completely taken our focus off the real target: the message!

Advertising and the communication tools of marketing are successful only when they “connect” the audience with the product being discussed. Simply showing up for a quick view is not a connection! A connection is made when we say something meaningful that penetrates to the hearts and minds of our customers. It’s not enough to be seen. We need to be heard. And, to be heard, we need to gain attention, interest, and say something relevant or potentially rewarding.

The numbers and metrics are easy. Google, Facebook, Instagram and all the rest allow us to target, track, and pester anyone we want as often as we want. But, if you want to create brand equity and a real connection with your customer, work more on the message and the creative ribbon you wrap it in. Vow to be bold, not boring. Authentic, not brash. And above all, honest about who you are and what you have to offer. You’ll be rewarded for your troubles.

This obsession with metrics being chased by me and so many others had completely taken our focus off the real target: the message!