Seth Godin, a well known author and entrepreneur, says businesses these days are failing in their marketing efforts due to lack of planning and understanding of the exact consumers needs. It is only when businesses reach out to the customer and convey the right message clearly, that a customer pays attention to them. It is important to bring in the elements of ‘humility, generosity and clarity’ into the marketing efforts- says Seth.
The time has passed when customers were lured by statistics – they’re now looking for good offers and quality that is backed by better service. New businesses should shift focus from numbers to relationships. Practically observing customers and studying their behavior will help in achieving this objective. By doing this, you’ll know why or why not a customer is not choosing your product, and can think of ways to change the situation. Businesses that build a brand through a good proposition have customers choosing them over other similar businesses.
Advertising efforts are no more the only means to increase sales, he says. Companies like Google, Facebook, eBay and Amazon, do not spend on advertising, instead they have created a service that people use and talk about. Creating a commendable product or service that will by itself appeal to the customers can at times do all the marketing for you.