When trying to communicate with someone, it is vitally important to understand who that person is, whether or not they speak your language, their age, where they live… and also, factors like what’s on their mind right now, and where they are physically. The point of this article is to emphasize that communication – and marketing – is usually a waste of time if the particulars of the human beings comprising the audience are not taken into account. Personally, I’m shocked at how often people fail to address this mission-critical first step, explained so effectively by Seth Godin in the video presented here.
Effective communicators like Mr. Godin begin their programs by assessing their target audiences, exploring the relevant demographics and/or psychographics, and analyzing data. Indeed, the information we exude into the world is measured and used… whether we know it or not.
To me, one of the best ways to understand how effective marketing works is to look at campaigns that have won the most or the biggest creative industry awards, and you won’t find a recent campaign that has been more successful at winning major awards than 
Shilo is an Emmy Award-winning creative production company representing a group of filmmakers led by director Jose Gomez. Internationally known for creating provocative, design-infused original film and HD video content, Shilo’s artists in New York and La Jolla, California, produce spellbinding short films, music videos and commercials for leading advertising agencies and brands. Shilo also published its own book in 2007 (“We Make It Good”) and curates the popular website WeMakeItGood.com. 
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