While there is an abundance of insight from the marketer’s point of view, a new report from IBM/Econsultancy reminded me that we don’t have much perspective regarding what consumers think of marketing. In a novel piece of research, 4 out of every 5 consumers say that brands don’t behave as if they really know them—the translation is the marketers aren’t marketing effectively to consumers.
Click here to read the story at Forbes.com.
Discussion Questions:
- What is market research?
- Why do you think the data uncovered through research might be important to a marketing professional?
- What is consumer behavior?
- Why do you think brands study consumer behavior patterns?
- According to this story, 4 out of every 5 consumers feel brands don’t market as if they know them. What do you think that means?
- In your opinion, are you disappointed in the marketing efforts of your favorite brands? Why or why not?
- Why is it important for marketers to create an authentic connection with consumers?
- What do you think marketing professionals can do to create a more authentic connection with consumers?
