When we pitch a new client we normally lead with something along the lines of “Digital media drives our strategic approach; we believe data fuels intelligent marketing strategy and we are a data-driven agency. This is our philosophy – digital media should steer a company’s marketing mix.” Often this results in a perplexed look on the faces of those in the room who are not particularly well versed in the nuances of digital media and are more comfortable with traditional methodologies. We then go on to explain how knowing how a consumer searches for information is invaluable to knowing how we should go about reaching them. In other words, if a consumer is looking for a purple and pink polka dotted elephant don’t try to sell them on a black and red striped one. (Good luck finding either!)
“Every online action taken, or comment offered by the active consumer, not only expands the total information available, it pushes back – actually altering products, services, markets and ways of doing business.”
We all need to learn that the consumer is in control, not us, and the very best thing we can do is listen and then act accordingly.
Now go out and find me that elephant!