_______The Exclusive Vector Of Growth: Marketing as the Input_______

"Marketing is nuanced conception of what search should have been."

Ads are often seen as extractionary. Even so, the purest marketing serves to fill a need, not just a want, as would otherwise constitute a pejorative in the day of human centred capitalism. In a world of advanced algorithms and retargeting, the conditions of globalized economies at scale lend to the notion that marketing - video and otherwise has been a worthy alternative to traditional search for the astute business owner or prudent consumer. For this to have come to fruition, we needed a fundamental reframing of how consumers and business owners think about advertising and their consumption of it in the search to fill their wants and needs.

I would submit, search is not right in the current thoughts of consumers surrounding it or lack thereof of their thought. In fact, whereas it is seen as extractionary just like paid ads, the least exploitative method for finding products and services online might just fall within its bounds. The exploitation nature of the search ecosystem is exploitative enough so to the point of being considered commonplace and thereby no longer offensive in nature yet any time we look under the hood, we can see a serious contradiction to this notion of its non offensiveness.

In exchange for convenience, we've almost become victims to a type of stockholm syndrome at the scale of the internet. Where 'search' is so optimized that we can no longer view it as exploitative, despite its ubiquitous capture of our hearts and minds it might reliably be said that 'paid ads' and retargeting as a unit is the comparative non offensive little brother: the brother who grew up with a chip on his shoulder, one that pushes him to outperform at all costs in bringing value to the marketplace. 

They key is in identifying these little brothers. To bolster the fact that search is inundated with dominant market companies and players who may or may not provide the best, we can look at the following- clear comparison:

      ~where as~

This data says – paid ads are a great search tool. And here's how it works: search, wait, watch the ads scheduled as presented for you, and make a decision regarding the value of the products or services which ranked near the top of your algorithmic search. To me, this method of waiting and comparing search results to paid advertising seems like a better way to solve for the great equalization which happens to appear in all areas of life (with special attention paid to the active effort). The once disadvantaged under-dog commands a closer look due to his work in the off season. In this case, that under dog is paid advertisement. Voila, a worthy competitor to the mundane or over optimized search, is found. In combination, these methods produce strategic advantage which one alone might not be able or willing to fulfill on their own.

In the study of the mundane, we can fulfill our desires for greater insight. Marketing as work as a creative endeavor is one such discipline to fulfill these needs: for life, and work.

Signed,

~

John Miguna.