Brianne Garcia
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And other ridiculous client requests, turned into artwork from Irish design firm Mark and Paddy
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I'm Not Your Consumer: How Research Misses the Human Behind the Demographic Whenever I hear the word “consumer,” a term unavoidable in marketing, a part of me winces. The label is counterproductive and misguided, suggesting hubris by putting corporate interests over customer concerns. The worst offense is that it presupposes a response you haven’t earned yet. Their purpose is not to consume your product!
We’re not consumers, eyeballs, non-responders, laggards, Millennials, or Hispanics. We are humans. And by raising our sightline and defining customers more broadly we will not only deepen empathy and relevance but also widen appeal.
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TechStar Brad Feld: "Want Customers? Stop Marketing, Start Delighting" If you look at many of the companies we invest in, sure they have traditional marketing activities, but most of their growth and momentum comes from delighting their users. I have shifted my mindset in terms of how companies should… focus on building amazing products. If you have amazing products, the marketing of those products is trivial. If you have $hitty products, the marketing is impossible. Instead of focusing on marketing as an activity… integrate it into (your) products.”
When the entrepreneur is obsessed with the product and the company has organized all of its activities around that, it’s very powerful.”
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“Brands need to create one-to-one relationships with everyone in the world.” — Curtis Hougland, CEO of PR firm Attention, via Social Media is Key for Marketers, but Not How You Might Think, wiredmag.com0 Comments -
Consumers are overwhelmed by the volume of choice and information they’re exposed to, and marketers’ relentless efforts to “engage” with them.
Their response to this overload has been two-fold: About 30 percent of consumers now anxiously embark on an open-ended purchase path, adding and dropping brands, caught in a loop and compelled to continue researching alternatives. Meanwhile, another 30 percent abandon the considered search altogether and simply zero in on a single brand. We call this latter path the “tunnel.” In our survey, the majority of tunnel purchasers were buying the product or service for the first time, so this wasn’t an expression of loyalty to a particular brand; rather it was a response to overload, a way to simplify what’s become a frustratingly complicated process. Either way, these 60 percent of consumers are responding to the bombardment in ways that can lead to poorly considered decisions — or no decision at all.
~ What Do Consumers Really Want? Simplicity, in The Harvard Business Review
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