Years ago somebody once showed me their History revision
notes. They had cut them back to such an extent that the whole of their
syllabus was encapsulated in just one word “History”!
I don’t suppose it is possible to achieve the same
astonishing levels of precis with marketing. But is it perhaps possible to cut
through the clatter and select one key element that summarizes everything?
Marketing is made up of many different strands, brought
together in the Marketing Plan. Underpinning that plan is the research
necessary to understand the market; and that is perhaps the single most
important aspect of the whole show. To achieve the necessary levels of
understanding there is market research.
In the oil and gas industry for example, things are pretty
tight at the moment, but I have several friends in market research dealing in
various sectors and they are rushed off their feet!
The basic answer is because companies want to understand what
drives their customers. Get that right and you are a long way down the
road to making the sales.
So what’s the key and why have you read so far? Simple,
you want to find out if there is anything in all this that will help
you. You want to see “what’s in it for you”. Customers are no
different – to distil marketing down to simple phrase that crystallises
customer’s priorities it has to be: “What’s in it for me?” Marketing has
to be focused to this one simple question in order to remain effective.
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