pat mcgraw marketing communications

The Chicken or the Egg


The chicken or the egg – what came first?

And when it comes to your business – what should come first – the audience or the channel?

Does your marketing department have a “Greenbelt Sports – Director” or “Digital Marketing – Director”?

“Country Casuals – Director” or “Social Media – Director”?

Why is there so much focus on channels and channel expertise but so little focus on the audience?  Ask the typical marketer or C-suite executive who their audience is and typically get a half-baked response.

“Men and women.  Between the ages of 25 and 45.  Household income of $45,000 to $75,000.  Maybe a kid…maybe not.  They own their home.  And both adults work.”

Or on the business side – “Any business with technology needs our cybersecurity cloud solution!”

You know what – both answers are B.S.  Your audience is more than some generic demographics – and you need to know them on a more intimate basis.

[blockquote3]The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.” – Peter Drucker[/blockquote3]

So if you can’t really dive down into an in-depth discussion about the various segments (personas) within your target audience, why bother worrying about channels?

You don’t know who you’re talking to/at.

You don’t know what they need or want.

You don’t know how they perceive your business and offerings.

You don’t know what they expect.

So, in essence, you’ve spent a lot of money to hire someone that understands the digital world (and the non-digital world too).  And you have them pushing out who knows what through the channels.

But thankfully their expertise helps you push crap out through those channels more efficiently, right?!  I mean, last year, you might have only sent out a million or so emails.  This year…the sky’s the limit! #sarcasm


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