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Jan 13, 2022
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Quick answer: when designing a marketing strategy , do you think more about: a) the characteristics of the product or service you want to sell or b) the needs and desires of your target audience? If you answered with a) , it is very likely that you are suffering from a small vision problem called marketing myopia . Have you heard of that marketing "sickness"? Then read on to find out what it is and how to fix it so you don't plan your strategies blindly! Perhaps this article is the ophthalmologist that your company needed. Diagnosis: what is marketing myopia? That little vision problem was first identified by the American economist Theodore Levitt, in the 1970s.When we talk about medicine, myopic people are those who can see very close objects clearly, but the vision becomes blurry to what is further away, right? And in the myopia of marketers, what happens is very similar to that. Instead of seeing the full context of the company (or, in some cases, a specific product or service), the myopic person only sees what is very close to them. As a result, aspects such as the market scenario or the needs of consumers end up being neglected. Symptoms: How do they affect your business? A simple example of myopia within companies is when they are so focused on their internal problems that they cannot even define themselves externally in the right way. This is the case of a company that sells notebooks and their accessories and believes it belongs to the "computer" sector when, in reality, it is included in "technology". It sounds like a silly mistake, but if we stop to reflect, we notice that the entire target audience (among many other factors!) completely changes from one to another. Which means that the company would be focusing its actions on the wrong consumer and, Dominican Republic Phone Numbers List therefore, would be doomed to fail. Another classic symptom is when the vision of marketing begins to be limited to what is close, that is, to the product or service offered by the company. So much so that you completely forget to consider customer satisfaction or constantly renew your strategies! When that happens, materials and offers are produced that do not captivate the target consumer at all or, in the worst case, cause revulsion by going against their beliefs, values ​​or needs. Solution: glasses for the company's vision problem The good news is that marketing myopia is treatable! Take a look at some attitudes that will serve as glasses for your company to see everything that is important for your success: 1. Take a close look at satisfaction surveys The first step here, of course, is to carry out satisfaction surveys, and for this it is important to check which channels (online or offline) work best for your buyer persona , as well as which questions are most relevant to the questionnaire. Then comes the part of analyzing the results to understand exactly what is going right or wrong in the relationship between the company and your customers .With careful observation of that data, you simply won't see what's happening outside the company if you don't want to!2. Do not lose sight of online communication channels After analyzing your satisfaction surveys, do not forget that consumers also spontaneously express themselves about your company, without being consulted, especially online! Various social media monitoring tools can help you keep tabs on what is being said about your business. Giving space to communication also through these channels - the famous Customer Service 2.0 - is another essential attitude. In addition to allowing you to be vigilant and respond to negative comments as quickly as possible, monitoring also serves to identify opportunities in the market. One example is Nestlé 's Lollo chocolate : it was through social media that the company realized that chocolate (which had been off the market for years) was once again in the mouths (or on keyboards!) of people. people. Taking advantage of that opportunity, Nestlé relaunched the product with a campaign aimed at nostalgia that was felt on social networks. Result: today it is a sales success, all because the company knew how to listen to its consumers!3. Pay attention to the competition Another classic symptom of myopia in the marketing sector of a company is not seeing what the competition is doing. As a result, they end up having a scare, unexpected action appears, and competitors snatch up sales that could have been their business. To avoid this, the solution is to keep an eye on them and analyze your strategies as deeply as possible. Want an example of someone who tripped and almost fell because they didn't look good at the competition? Hollywood! With its vision entirely limited to the film industry — not seeing the broader entertainment market to which it belongs — the giant was almost decimated by television in its infancy. At the time, the first question that came to mind was: why would someone leave the house to watch something when they could now do it from the comfort of their own sofa, pajamas and all? Fortunately, the diagnosis of myopia was made in time, and soon Hollywood was able to recover with laser surgery, never to lose its competitors, direct and indirect.4. It also corrects the vision of employees If "true" myopia isn't contagious, know that when it comes to marketing, it can be. So, it is necessary to prevent it from spreading from one employee to an entire sector, by quarantining the entire department! It is not enough for one person or another to wear the glasses that correct the problem. All employees must be constantly aware of all the factors that surround the company. Since everyone is working individually to avoid group myopia, the company is much more likely to miss an iceberg speck that looks small from afar, but can sink the entire business if not dodged in time. With that in mind, read the following article now and discover the profile of the ideal 21st century marketer and how to cultivate their 10 essential skills .