Customer in the Data Shadow

DATA THEY SAY IS THE NEW CURRENCY BUT IT STILL CAN’T BUY PEOPLE

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What do I look like to you, a guinea pig or a lab rat? Make your pick because I need to know. Scratch that, truth is, I don’t want to know. It’s just that your marketing strategies are beginning to make me feel like one of either option. Brands and marketers these days are doing the right thing by gathering as much data as possible to fuel their marketing campaigns but they are doing the wrong thing by ignoring the human element – we all want to be touched at some point. Brands make the mistake of trying to be masters at collecting data but ignore the ability to be human therefore treating people like lab rats – if this strategy fails, try the next one, that seems to be the new mantra.

Owing to the speed with which the consumer (not a lab rat or guinea pig) is changing, brands are adopting a more agile framework – design thinking – which helps them change at the same pace the consumer does. However they tend to keep the consumer in the data shadow, this means that brands tend to take the standpoint of addressing the consumer needs as they see it on paper and/or research reports. For example, the fact that there is usually an insane amount of terrible traffic condition in Nigeria doesn’t mean that if you sell a product to them they’ll purchase it but if you can connect to their emotions at that point, you are likely to record a higher amount of sales.

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Therefore, what any brand should do is never to neglect the fact that the customer is first a human being and not a collection of data.

Consumer first (Consumer Centricity), that’s basically what design thinking is about. If you don’t believe me, you could ask Google, Amazon, Apple, and any other successful brand that has employed this strategy.

Data; the New Trend

THE QUEST TO ACQUIRE DATA AND OBTAIN INSIGHTS IS OVERWHELMING BUSINESSES TODAY

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Do you know why we believe that the early men were bent over, covered with fur, carried a huge club, couldn’t utter a single word of English; instead they mumbled sounds together in order to communicate and lived in caves (heck they were called cavemen)? It’s because some men came and sold us a bunch of data they dug up from the earth. They told us the data they dug up were light years old and it couldn’t have been done by any other creature, but by one who could have evolved to become today’s man. My point is, data makes you believe.

For marketers and business owners, when salesmen come to you with their grand pitch you tend to look out for that data (information) they have dug up from conducting a ton of research to inform whatever it is they came to sell to you. Data is the reason we believe a country is doing well or is plunging itself into recession, data is the reason your sales pitch will win over someone else’s, data is the lifeblood of any system.

Very recently, the Marketing Association of South Africa (Masa) and the Marketing Research Foundation (MRF) announced that Maps, the products and brands replacement survey for Amps, will officially start collecting consumer insights from July 2019.

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What does this mean?

AMPS is currently being used as the go-to resource tool for many media buying companies.

This dive into the collection of consumer insights would make it more relevant in today’s business world.

As everyone is adopting the design thinking strategy to future proof their businesses by ensuring consumer centricity, it is only logical that we have a number of intelligence gathering sources in the mix. Many companies have been doing it for years and the business world is extremely grateful, hopefully, MAPS would bring deeper and strategic information to planning.