Who's Calling the Shots? (Hint: It's Not You)

In today's marketing world, the innovators are the ones who are setting the pace and dictating which brands will come out on top. Not too long ago, advertising agencies decided what you watched, ate, bought and played with. However, changes to the communication landscape have put the consumer in the driver's seat. 

It’s no longer enough to broadcast your message at their consumers – they now want to be a part of things, including working alongside marketers and building strong trust-based relationships. 

Sure, consumers want to know about their favorite brands, but they also don't appreciate interruptions that are irrelevant. While consumers freely choose what they will and won’t buy, they are also making it known what types of messaging they are and are not receptive to. So is it completely off-base to wonder how much of a role consumers will continue to play in the future in the marketing of products?

As marketers, we’re keyed in to public perception and other data, courtesy of market research vehicles designed to get into the mind of the consumer. Regardless, many companies turn a blind eye to this practical side, assuming that designing something clever or shocking would lead to instant brand impact, despite whatever the customer actually said they wanted. 

It really doesn’t take a roomful of creatives to come up with the next “Big Idea” – instead, build a community of customers and ask them the questions. Really, going back to Marketing 101, the point of marketing is to provide clients with their needs and wants.

Traditional marketers need only look to their online bretheren who are developing meaningful relationships with their client base because they’re taking the time to engage with the very people who use their products. The power of communities has changed the traditional way of advertising and advertising because the only groups that know what makes the consumer tick are the consumers themselves.

Comments

[Darlene Sabella]

Very intersting post...it seems that the customers aren't on the top of the ladder these days. Service is not like it was years ago. However, the engine keeps on turning at the speed of lightning. Thanks for the article Sara, and if you find time take a look at my posts.

[Susan Lynch]

Fantastic article! One thing I learned early on in my sales career is that it's always been all about the consumer. It's time both the marketers and consumers understand that and develop relationships that are beneficial to both parties. Businesses exist to solve problems that face their markets. It stands to reason, then, that going directly to the consumers for their feedback and suggestions is the best way to find out how to effectively market the product or service to solve to the problem.