22 4 / 2013
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11 4 / 2013
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31 3 / 2013
04 3 / 2013
The forgotten customer
They exist somewhere…
Beneath the plans, foam-boarded visuals and wordy documents. Typed on a white sheet of A4, you’ll find a box that reads:
‘AB1s, broadsheet readers, aged 55-75, enjoys gardening.’
The single most important person in the success of marketing is reduced to one glib and ambiguous sentence.
Here we lament the forgotten customer. A victim of media diversification, stiff competition, bureaucracy and painful business models.
Somehow, in the process of producing marketing ‘stuff’, we forgot whom we were talking to. Instead of engaging the customer with a truth, our marketing somehow became selfish and lazy. And we started to guess. All the plans and decisions got based on an empty cut-and-pasted sentence.
We all know that maintaining good customer relationships is not easy. The truth is, it’s a difficult business. No longer can one body, department or person be wholly responsible. Collaboration holds the key as does the intel…
Speaking of which, we know more about people now than we ever have before. But that data needs unraveling and decoding. Soft and hard metrics need to mesh together to really bring out those insights that hold the key.
Now I know you know that and I know I know it. So for me, it’s about remembering that long-lost customer and why we do what we do.
10 2 / 2013
24 1 / 2013
06 1 / 2013
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17 12 / 2012
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10 12 / 2012
13 11 / 2012
"The illiterate of the 21st century will not be those who cannot read and write, but those who cannot learn, unlearn and relearn."