Your media habits are not their media habits. Your product or brand likes and dislikes are not their product or brand likes and dislikes. Your decision-making process is not their decision-making process. As a result, marketers are their own worst enemy.
All great marketing is informed by market research. Whether it’s planning a campaign to reach new prospects or designing an email to your customers, there’s plenty of current data to help you make smart strategic decisions. Using your own bias as a decision tool will not work in your favor.
For example, in a client meeting this week, the discussion turned to the implementation aspect of a promotion that was going to require the target audience to make a nominal purchase on their website. As we talked through some of the logistics issues, one of the clients remarked, “Nobody works at a desktop anymore, everybody will access it via their mobile device.”
Sorry my friend, but you’re wrong. While it’s true that in 2015, the number of mobile users surpassed the number of desktop devices, there are still plenty of people working on a desktop, and, the research proved that on his website, 52.8 percent accessed it via their desktop.
This week I’ve been participating as a judge for Collegiate ECHO Marketing Challenge. As part of the directions for scoring is this statement: “…Market Research will be of paramount importance, comprising 50 percent of the score. Market Research conclusions lead to a cohesive Marketing Strategy, which in turn leads to a Creative Strategy, Media Plan… “
This is good news! The next generation of marketers is being held accountable for marketing recommendations that are based on insights gleaned from both primary and secondary research — but many current marketers have let this important fact fall by the wayside.
Perhaps that’s why we still see creative that is all black with tiny, reverse type. Or why I whizz by an outdoor board that has more type than I have time to read. Or why campaigns, that have been multi-million dollar investments, fail.
Can we all agree to this 2017 resolution? Assume you know nothing about your market unless it’s based on factual insights about your target, and then develop your marketing strategies, media selection and creative solutions using insight and best practices — and leave your personal skew off the table.