..but losing sight of the fundamental needs of their consumers and the underlying long term drivers of their businesses, world renowned business consultant Professor McDonald said.
While making a presentation at the Marketers Association of Zimbabwe Jumpstart 2016 Business Conference, Professor McDonald said marketers need to adopt digital marketing but they should know the needs of their consumers first.
“For many companies, the greatest threat is not being out of touch with digital developments, but losing sight of the fundamental needs of their consumers and the underlying long term drivers of their business.
“Yes, the fourth wave of digital marketing has arrived, but consumers are drowning in an ocean of branded pap and the interactive lifeline they really want to be thrown is the one whereby companies answer calls promptly, answer calls in person, keep their promises, make better products and contribute to a better world,” he said.
Professor McDonald said for marketers, the differentiation today has become more challenging than any time in history, yet it remains at the heart of successful marketing.
He said marketers must be able to prove that dealing with them will create advantage for the customer and not merely help them to avoid disadvantage.
He said innovation for its own sake will not necessarily create differentiation but instead brands need to show that they are meaningfully different.
“Consumers believe Samsung’s mobile devices are better engineered, but Apple’s products resonate in a more meaningful and differentiated way,” said Professor McDonald in his presentation.
“All products today are excellent, so striving in the same direction as everyone else is an exhausting treadmill that offers only temporary advantage. So be excellent but above all, be different,” he said.
The Herald