The 'Customer – Marketing' connection
Many organisations believe they know what customers and prospects want to hear. They undertake research to craft the marketing message. However, WT’s experience has been that only rarely do marketing messages actually resonate with their audiences. Somewhere in the ‘creation, approval, execution process’ vital elements fail to communicate.
This is why, prior to any marketing communications being produced, WT actually take the trouble to find out from the customers’ perspective:
- Does the client have an accurate understanding of their customers’ needs, issues and challenges?
- Are the marketing messages appropriate and resonate with customer's issues and challenges, and are they delivered through their preferred communication channels?
- Are the marketing messages “outside/in” oriented, i.e. from the customers’ perspective?
- How well are the value propositions articulated and differentiated?
“Customers will not tolerate information that’s not useful to them. There will be more resistance to generic forms of communication. Customers will expect us to understand there requirements and to address them with relevant advertising, promotion and collateral. Obviously, technology is going to drive this change in a significant way.” From Inside the Minds of Leading Marketers by T. Michael Glen |
