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Digital Footprints: Because Sasquatch Was the First Influencer.

Cover Image for Digital Footprints: Because Sasquatch Was the First Influencer.

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Jim Allen By Jim Allen

Fellow marketers, let's take a mo for the old 'squatch. The elusive beast of folklore has been quietly influencing our behavior long before Instagram stars were even a twinkle in the digital universe. Juxtaposing Sasquatch, the original influencer, with our modern-day digital behemoths, one can't help but marvel at the evolution.

Digital footprints, the invisible tracks we leave behind as we traipse through the online wilderness, are marketing's gold dust. They're the Beatles to our Ed Sullivan, the Elvis Presley to our Sun Records, or simply, the peanut butter to our jelly. They're what makes personalization possible, and as we know, personalization is the Holy Grail of marketing. It’s the reason why, according to Epsilon research, 80% of consumers are more likely to make a purchase from a brand that provides personalized experiences.

Here's where Sasquatch comes in. Just as Sasquatch's elusive footprints have led many a brave soul into the wild, digital footprints lead us marketers onto the path of understanding consumer behavior. And just like our furry friend, this path is fraught with challenges and opportunities. So, let's explore how we can tread lightly, yet effectively in the digital wilderness.

Respect the beast: The 'squatch has thrived in tales because it's respected, often feared, but rarely forced out into the open. Similarly, respect for data privacy should be a foundational principle. According to a Pew Research Center survey, 79% of U.S. adults report being concerned about the way their data is used by companies. It’s high time we swap the relentless data hunt for a more consent-based approach.

Uphold authenticity: Listen, we all love a good Sasquatch sighting video, but we're also savvy enough to question its authenticity. The same goes for our marketing messages. Be genuine, be relevant. Cisco predicts that by 2022, video traffic will make up 82% of all online traffic. As we waltz into this video-dominant era, authenticity will be the difference between a viral hit and a cringe-worthy flop.

Adapt and evolve: The Sasquatch myth has morphed according to cultural and geographical context, and marketers need to adapt in a similar way. Marketing is no longer a one-size-fits-all business. Personalization, predictive analysis, AI-driven campaigns - they're not just buzzwords, they're our survival kit in this ever-changing landscape.

So, as we wander deeper into the digital forest, let's take a leaf out of the 'squatch's book. Let's respect, be authentic, and adapt. Because, as history clearly shows, it’s not the strongest species that survive, but the ones most responsive to change. And just like the 'squatch, the best marketers are those who leave the biggest, most meaningful footprints, without causing undue havoc in their wake.

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