Is there one 360-degree view of consumers?
As a consumer, I'm viewed thru one of three lenses from each marketer that has an interest in a baby boomer with a penchant for fly fishing, being a foodie, and travel (at least for work). Each and every marketer looks at me in one of three ways:
- I'm a customer for the few I buy from, so they know I exist
- I'm in a segment for others who have a vague idea that I exist
- I'm hiding in the dark for those who know I should exist, but can't prove it
And to reduce cognitive dissonance I tend to filter them out because I'm still just me - one person.
Now it is unreasonable to assume that companies will each take turns marketing to me - they have their objectives to meet. So, how should you gain access and get thru the bubble?
- Recognize that reach, targeting and CRM are simply different layers of the same objective - influencing my choices. I exist in your three media plans, please don't think of them as separate functions. Package them up.
- Surround me with interesting content along the journey. At any point in time I will be 'in different buying stages' for a lot of different things. Since the brain is hard wired to filter out the irrelevant you need to find a way to fire those neurons. Don't be boring and predictable. And by all means be consistent across the touch points.
- Since we're not talking about the base of Maslow's need hierarchy it is the experience and the resulting emotions that really matter. It takes more than a coupon.