Mark McNeilly, miembro de la Facultad ANA
Marketing has some “swampy” places where marketing and advertising executives can get stuck, according to Mark McNeilly, Faculty member at the Advertising National Association (ANA) and author of three books on marketing strategy. The first is “thinking it’s about the brand and not the customer. Many have been sucked into this trap. Commercials that boast about company accolades don’t resonate with customers. Customers don’t care if you’re the biggest or the leader, they only care about whether or not you can meet their needs. This is why all your marketing needs to be about the customer” said McNeilly. Another common error -according to McNeilly- is mistaking the target customer of creatives and advertisers with themselves. “The only way to avoid this pitfall as marketing expert is to forget about your own predilections and immerse yourself in the beliefs, desires, needs, and wants of your target consumer” he suggested. The third error is not having customer data. “The best way to elude this issue is to ensure you spend the money and time necessary to develop a strong understanding of your target customer and constantly seek new ways of learning about them” he concluded.
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