Last week I blogged a criticism of manufacturing serendipity. I'm now starting to think that I might have been a bit harsh.
In my post I identify that the success of any effort to manufacture serendipity depends on three things:
I think I was being harsh because these are the same three things that influence any marketing activity and as marketers it is our job to increase the figures for each section to make the whole program better.
So manufacturing serendipity is just like any other marketing activity. If, as I originally thought, the reach and conversion rate are too low to make this a good choice then a clever marketer will look at ways to increase these numbers.
I have a few (disorganised) ideas on how this can be done:
So now (in my head at least) I've move from a situation where manufacturing serendipity is both a stupid idea and not very measurable to one where it has potential but is still not very measurable.
Note added 2013-05-23: Is this content marketing?