Customer perception is how your customers interpret your brand. It’s the image that your customers have in their head when they think of you. While you have direct control of many aspects of your customer’s perception, there are many more factors that you have very little control over. Your competition, reviewers, news outlets, and social media influencers can all affect the perception of your customers.
What is Marketing Myopia ?
Marketing Myopia is the failure of a company to understand the changing needs of their customers. A firm that is suffering from marketing myopia will focus on selling their products instead of solving the problems of their clients. Somebody doesn’t buy a car because they need a car, they buy a car because they need a way to get around. Marketing myopia happens when a company that sells cars fails to recognize that what it sells is a transportation solution. If for some reason their customers stopped wanting to use cars to get around, that company needs to find out what they do want to use and sell that.
The Promotional Mix is the combination of specific tactics a company uses to communicate with its customers. In the 7Ps Marketing Mix Model the promotional mix is one of the most vital components of a complete marketing strategy. The communication channels that you choose will be based on the audience that you’re trying to reach.
A Distribution Strategy is a company’s plan to get their products in the hands of their consumers. It’s usually about the distribution of physical products and can include channels like wholesalers, retailers, call centers, or sales solution companies. While the channels will change for digital products, many of the same principles can be applied to a digital distribution strategy as well.
A workflow analysis is the evaluation of a business’ processes. You know the old saying ‘it’s not what you do, it’s how you do it”? That’s what a workflow analysis is all about. It’s not concerned with what your business does, but rather how it does it. Workflows are the lifeblood of your business, they dictate how you: attract prospects, convert leads, sell your products, control your supply chains, handle your daily operations, and maintain your customer relationships. Understanding your workflows is the first step to improving them.
Leadership may come naturally to you, but if you don’t continue to develop your skills you’ll never reach your full potential. Leadership activities are training exercises you perform with your team to improve their performance and your ability to lead them. Many leaders wrongfully conclude that leadership activities are exclusively to help their team, when they’re the ones who are truly benefiting.
The marketing concept gave birth to the modern marketing profession and its principles hold just as true today just as they did when they were first codified in the mid-1950s. In the following article, we’ll trace the evolution of the marketing concept and look forward to see what it may grow into in the future.
A digital strategist is a professional problem solver. Give them a goal to work towards and they will find the best digital solutions to get you there. When they’re at the top of their game they solve the problems of your company and your customers simultaneously. The really good ones will act as a change agent in your organization that drives optimization and encourages experimentation.