I spend a lot of my day working with clients on tech. If it isn’t about how to implement the latest and greatest platform in other marketing efforts, it is about using the data we’ve gathered via web, social, and other business analytics to improve tactics and guide strategies. We look at a lot of numbers and at a lot of methods with which to gather more.
One of the things I feel it’s critical for me to do is to play the role of a Cassandra of sorts – to see the future but to hope I’m believed a lot more than was the figure from mythology. The one thing I keep “prophesying” to them is that we can stay on course and out of trouble if we keep our eyes focused on the customer. They can’t become just aggregations of data. They’re not just numbers. They are the reasons why we’re in business. They have names, faces, significant others and maybe even children. They’re us!
Much of the ad and marketing technology today has little to do with the customer. You might think that odd since much of it is based on getting to know the customer on a very granular level. That’s true, except the focus is on the technology and data, not on the customer. Thinking about social media is important but only after we’ve spent time thinking about the customer. Are they on social platforms? Why? What are their expectations when they use them? How do they want to interact with brands in that space, if at all? Sure mobile is important but a discussion of mobile apps needs to begin with an investigation of how your consumer base behaves on that platform. “Build it and they will come” is tech centric, not human centric.
Start with your business objectives and your consumer needs. Move to technology and data after that. The consumer is the bullseye, not the platform. Thoughts?