December 1st, 2011
How many 0′s and 1′s are being wasted in spinning the latest Google + change? The latest Groupon “brilliant” offering that will make its valuation real? The illusion that you have to participate now or “miss the boat”? I hope that, at least, we are not printing these articles/blogs and sparing a forest or two for our children. I have news for you – It’s not about you – It’s about your customer!!!
Now that I have that off my chest, in my usual “holier than thou” mode (I hope it doesn’t put you off too much) let’s go back to Marketing 101: It’s all about your Customer, it’s about what he/she is saying, it’s about where he/she is saying it, it’s about who is he/she saying it to.
Most of you don’t know me from Adam, but you will make me very happy if you consider the following (oops I forgot, it’s not all about me, either):
1. Before investing another second on considering to “G+ or not to G+”, or even continuing to read this post – go back to your positioning statement – who’s your target?, whats your benefit? your frame of reference? Use this information to track/monitor these variables across the Internet. You will be surprised the amount of customer and competitive insights you could gain with this exercise.
2. If you are feeling adventurous, develop scenarios about your customers and how they will be interacting with you 1 year from now, 5 years from now, in a decade. Will Facebook have a 7 billion user base by then?, will Google have become the all inclusive Portal it wants to be (shattering every rational bone in my body that keeps reminding me of the failure of every Internet business model that has tried to do this, again, AOL anyone)?
If you need a starting point for a scenario – consider the following basic one – which keeps coming back in literature all the time. “Your refrigerator will become your household´s “Command Center” It will be powered by your Smartphone where you will have constantly updated applications that YOU choose (not someone else latest acquisition integration). Every morning and night you will sync your smartphone with the refrigerator which will remind you what products you need to replenish, at what time is your kid’s soccer game or school play, what to take to your best friend’s housewarming party based on their Amazon purchasing history, etc. Under this scenario, do you really care about creating a G+ page or is it more important to predict which companies/applications are gaining strength for grocery delivery, calendaring and recommendations? Do you really think that under a “best-of-breed-multiple-options-modular-cloud based” world, a closed network/portal will survive? Talk amongst yourselves….or better yet comment below.
As always, I hope I have given you some food for thought as I try to bring the discussion back to the basics – forget the hype – Marketing is all about your customer – where are they , where will they be and securing you are there for them before your competitor does. Time to do some “WOWING” and less “aimless wondering.”
Stay tuned for my next blog. In the meantime, please share your thoughts below; I appreciate each and every one of your insightful comments, and I promise to pay extra attention to any opposing point of view. Feel free to reach me if you would like to review my thoughts in a more quantitative and practical manner. You can contact me via email: firstname.lastname@example.org, Twitter: @zeusofmarketing and Facebook: Zeus of Marketing. You can also find additional contact information via LinkedIn:http://www.linkedin.com/in/jrgrana