Now that you have decided to leave your media mix “as is” for next year, let’s move on to the next big marketing question for 2013. The answer to which, unlike that of question #1, is going to require a ton of work.
The Second Marketing Question For 2013 goes like this:
Are we going to go another full year, making this probably the fourth in a row, without any real, rigorous, self-conducted primary research about our customers?
We’re feeling generous this season, so once again we’ll give you the answer:
That is the only correct answer, because you don’t have positive and/or satisfactory solutions for these “subquestions”:
>>> How explicitly can we define who our most-valuable customers are, and what it is exactly we can do to get more of their business in 2013 ? [this will be a key strategy next year, given how bad the economy will turn out…]
>>> When was the last time we mapped out the prospect’s decision-making “journey,” and how our marketing efforts align – or most likely don’t align – with every key moment along the way ?
>>> For what rational reason have we not formed a customer panel that can review any new marketing communications before they go out, so that we don’t produce nonsense like Seamless.com?
>>> Why don’t we sit down with about a half-dozen different groups of prospects and customers and find out what future benefits they seek that we nor any of our competitors have really thought about yet?
The answer to the Second Marketing Question of 2013 – why would we go another year being completely in the dark about our customers ? – is easy. We wouldn’t. So we won’t.