Marketers usually start with the right goal. They try to understand their audience by asking relevant questions, such as “Why should you buy my product?” But a study A study by the International Data Corporation (IDC) found that attention to consumer needs often stops there.
For many, the “selfie” of the offer seems to encompass all of the efforts of marketing of the organization. “Here’s our product. Enjoy!” The organization presents its product or service to the public, but makes no effort to gain a clearer understanding of the need it addresses or fulfills.
Organizations with a deeper understanding of marketing are increasing the depth and focus of their audience engagement. Marketers who wish to operate in this context need to take the initiative and implement concrete actions that will lead to a change in the organization’s culture, making this strategy more visible, establishing metrics and directing investment and resources toward this process.
