August 11, 2009
From the Greek philosophical tradition:
Telos: All things have a purpose. Translated as “the purpose” or “the objective”.
Techne: The way this purpose is served, the abilities and actions required to accomplish said purpose. Translated as “the skill”.
Phronesis: The intuitive understanding of what the purpose of something is and why it is so. Usually translated as “practical wisdom”, Aristotle considered it the ability to determine a particular goal, decide how best to achieve it, and completely understand the effect that accomplishing that goal will have on your overall existence.
Applied to interactive marketing:
Telos – page #1 rankings for the long tail
Techne – a creative, well written, consistently updated blog.
Phronesis – a tool to harness the long tail, which is where the conversions are.
Telos – page #1 for competitive keywords
Techne – high quality backlinks
Phronesis – link aquisition done with focus on high quality, high PR, websites.
Telos – word of mouth buzz
Techne – clever video or blog
Phronesis – people talking about you and sharing your content without your direct involvement is one of the most powerful forms of marketing.
Telos – authentic communication with your market
Techne – social media presence
Phronesis – people want to interact with fellow humans online. people buy from people they have relationships with.
Telos – a permission marketing campaign
Techne – useful or entertaining newsletters and a website with a clear opt-in funnel
Phronesis – permission marketing is powerful and effective tool with a high ROI.
Telos – repeat traffic
Techne – constantly updated authority/entertaining/controversial content, consistent marketing message spread throughout the web (PPC/banners)
Phronesis – people who repeatedly visit a website are more likely to convert, so give your users reasons to come back
Telos – a good reputation and a particular image
Techne – PR and media relations
Phronesis – people work with and buy from people and brands they trust
Telos – a website that positively reflects your brand and drives conversions
Techne – a carefully designed, elegant website that makes people feel relaxed, comfortable, and even catered to
Phronesis – the human response to positive visual stimuli will ensure that your users do what you want them to do
Telos – reach a target demographic
Techne – creative banner ads on sites your target audience frequents
Phronesis – your message is communicated to your targets through appearing on places they already go online, and sparking their interest
And so it goes – it can be applied to every aspect of interactive marketing (it can really be applied to all of life if you want to get seriously philosophical). For every element of a campaign, we can determine on an objective(telos), isolate the skill/actions required to accomplish it (techne), and understand how it will benefit and how it fits into the overall campaign (phronesis).
In other news, I am a huge nerd.