26.10.201518:10October 2015
We are not the customer
We are not the audience for our marketing – even if we happen to fall inside the target demographic. Neither are our colleagues. That goes double for husbands, wives, friends and family. No one cares if our marketing appeals to our business or social circle. All that matters is the opinion of the customers we hope to engage, since they’re the ones who will provide revenue and momentum to our business. Our job is to create a fluid system of soliciting and processing feedback from customers on a consistent, ongoing basis. This has never been easier to accomplish than now in our networked society. But even with all the new ways we can engage with our customers directly, we shouldn't alter the course of our marketing in response to every opinion… only to significant emerging dominant patterns or directions.
We are not the audience for our marketing – even if we happen to fall inside the target demographic. Neither are our colleagues. That goes double for husbands, wives, friends and family. No one cares if our marketing appeals to our business or social circle. All that matters is the opinion of the customers we hope to engage, since they’re the ones who will provide revenue and momentum to our business. Our job is to create a fluid system of soliciting and processing feedback from customers on a consistent, ongoing basis. This has never been easier to accomplish than now in our networked society. But even with all the new ways we can engage with our customers directly, we shouldn't alter the course of our marketing in response to every opinion… only to significant emerging dominant patterns or directions.
