Why do we pay consultants for no-brainer answers?
As I flipped through my news aggregation app this week, a single headline struck a nerve: "Human Connection to Shape Marketing in 2020, according to Deloitte."
Wow.. thanks Deloitte. My first thought was frustration at the headline for its sheer lack of value. It seems plainly obvious to me that marketing, for at least a few decades if not longer, has been about communication the value to others and forming emotional connections to brands. However, the headline was frustrating enough that I just had to click through and read more.
After diving in, I realized Deloitte's proposition was more nuanced than I had initially presumed. Putting aside the obvious call to "listen to our consumers," the consulting firm proposed that in the age of rapidly evolving digital marketing tools and aggregation of data, firms should rethink their overall process and philosophy around marketing. Namely, firms should evolve from the inside-out after understanding the drive to change from the outside-in.
One example made this change more real for me: Building trust around data privacy. As discussed in class, marketers need data to segment and deliver the right message to the right customer at the right time. However, this messaging can become creepy or uncomfortable, especially if the consumer is unaware of the data they have provided or the data you have. Marketers can take responsibility to communicate how and when personal data is being collected and used, and potentially even how that data can be used to improve the consumers experience.
Moving from a frustrating headline, I was able to better understand the meaning behind 'human connection' that Deloitte suggests, and intend to incorporate many of their proposals into our growing strategy. Not such a no-brainer after all!
Source: https://www.clickz.com/human-connection-to-shape-marketing-in-2020-according-to-deloitte/260272/
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