In today’s world of instant consumer generated communications, marketers are no longer the ones to define a brand. Customers’ perceptions define the brand.
Scott Stratten, author of The Book of Business Awesome led an insightful DMA session on awesomeness. He stressed that if companies want to improve the bottom line, they must improve the front line. He challenged a room full of marketers with the statement that the most important part of marketing is hiring the right people. People who are passionate about the brand they represent and make smart decisions.
Got me thinking about his insights.
You see, I’m a bit of a shopaholic and the instant gratification of mobile and online shopping is very appealing to me. I see it. I want it. And I want to buy in no more than a couple of clicks. On more than one occasion I’ve received an email from Ann Taylor that features something that fits that criteria. And I’ve tried to buy it, only to find out that the item has been discontinued or I can’t make the purchase for several weeks because it’s “not in the system yet.”
So why exactly did you email me to tell me about it if I can’t have it. Result of marketing investment: lost sales, frustration, shopping elsewhere. Come on. We can do better, can’t we?