Don’t Listen to Me. Listen to Them!

November 17th, 2008   •   2 comments   


Marketers need to hear better! (courtesy of OrientalAsylum)

Once in a while, you come across a gem of a post that you have to highlight. This one comes from Branding Strategy Insider, one of my more thought provoking regular reads on marketing.
As highlighted in the post, we marketers have a bad habit. We like to assume that we are marketing gurus understanding what makes an ad great, or how a website or brochure should look like. We heap praises upon creative concepts that WOW us, but seldom leave a second thought on what consumers will think about it (if they even bother that is).

In the words of Mark Ritson who wrote the post:

“Too many times assumptions about the market become accepted fact within a firm and then form the basis for multi-million-dollar investments. Talking to customers is often painful and difficult, but it is the only voice that any true marketer will listen to or speak with.”

Definitely well said. I suppose it is time for us marketers to start paying attention to the ones we want to reach rather than ourselves. Stroking one’s ego doesn’t do any good for one’s bottomline, especially when the economy has turned sour.

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2 comments

  1. keeyit
    posted on Nov 17, 2008 at 6:54 AM

    Agreed too.. There is lesson learnt here.

  2. Derrick Koh
    posted on Nov 17, 2008 at 2:33 AM

    Agree with you, Walter. And with the social media revolution, marketers needs a refresher on how to listen to customers and equally important, how to respond appropriately. Like it or not, I think the link between social media customer relations, brand equity and revenue will become more apparent.

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