Find out what it is and how to avoid it – WAU
Respond quickly: when designing a marketing strategy, do you think more: a) the characteristics of the product or service you want to sell or b) the needs and desires of your target audience? If you answered with a), it is very likely that you are suffering from a vision problem called myopia in marketing. Already […]
Respond quickly: when designing a marketing strategy, do you think more: a) the characteristics of the product or service you want to sell or b) the needs and desires of your target audience?
If you answered with a), it is very likely that you are suffering from a vision problem called myopia in marketing. Have you heard?
So read on to find out what it is and learn right now how to fix it so you don’t go blind when planning your campaigns!
Who knows, this article may not be the ophthalmologist your company needed?
Diagnosis: what is myopia in marketing?
This problem of business vision was first identified by the American economist Theodore Levitt, in the 1970s.
When we talk about medicine, myopic people are those who can clearly see objects very close, but whose vision is blurred for what is further away, right?
For in the myopia of marketers, what happens is very similar to that.
Instead of seeing the whole context around the company (or, in some cases, a specific product or service), the myopic only sees what is very close to him.
As a result, aspects such as the market scenario or the needs of consumers end up being neglected.
Symptoms: how does it affect your business?
A simple example of myopia within companies is when they are so focused on their internal issues that they cannot even define themselves externally in the right way.
This is the case of a company that sells notebooks and their accessories and believes that it belongs to the “computer” sector when, in fact, it falls under “technology”.
It sounds like a silly mistake, but if we stop to reflect, we notice that the entire target audience (among many other factors!) Changes completely from one to the other.
Which means that the company would be focusing its actions on the wrong consumer and, therefore, doomed to fail.
Another classic symptom is when the vision of marketing begins to be limited to what is nearby, that is, the product or service offered by the company.
So much so that he totally forgets to consider customer satisfaction or constantly renew his strategies!
When this happens, pieces are produced that do not captivate the desired consumer at all or, in the worst case, cause their disgust for meeting their beliefs, values or needs.
Solution: glasses for the company’s vision problem
The good news is that myopia in marketing has treatment! Check out some attitudes that will serve as prescription glasses for your company to see everything that is important for its success:
1. Take a close look at satisfaction surveys
The first step here, of course, is to do satisfaction surveys, and for that it is important to check which channels (on- or offline) work best for your persona, as well as which questions are most relevant to preparing the questionnaire.
Then comes the part of analyzing the results to understand exactly what is going right or wrong in the relationship between the business and its customers.
With careful observation of this data, you just won’t see what’s going on outside the company if you don’t want to!
2. Don’t lose sight of online communication channels
After analyzing your satisfaction surveys, don’t forget that the consumer also spontaneously speaks about your company, without being consulted, especially online!
Several free social media monitoring tools can help you keep track of what is being said about your business.
Making room for communication to also happen through these channels – the famous Customer Service 2.0 – is another essential attitude (read here everything you need to know about SAC 2.0).
In addition to allowing you to keep an eye on and respond to negative comments as quickly as possible, monitoring also serves to identify opportunities in the market.
An example is Nestlé’s Lollo bonbon: it was through social media that the company realized that chocolate (which had been out of the market for years) was again in people’s mouths (or on the keyboard!).
Taking advantage of this chance, Nestlé relaunched the product with a campaign focused on the nostalgia that was in the air on social media.
Result: today he is a hit sales, all because the company knew how to listen to its consumers!
3. Keep an eye on the competition
Another classic symptom of myopia in a company’s marketing sector is not seeing what the competition is doing.
As a consequence, they end up taking a scare, an unexpected action appears and the competitors snatch the sales that could have been from your business!
To escape this, the solution is not to lose sight of them and to analyze their strategies as deeply as possible.
Do you want an example of someone who stumbled and almost fell ugly because he was not looking well at the competition? Hollywood!
With its vision entirely limited to the film industry – without seeing the broader entertainment market to which it belongs – the giant was almost wiped out by television in its early days.
At the time, the first problem to be raised was: why would anyone leave the house to watch something if now they could do it in the comfort of their own sofa, in pajamas and everything?
Luckily, the diagnosis of myopia was made in time, and soon Hollywood was able to recover with laser surgery to never miss seeing competitors, direct and indirect.
4. Correct employees’ views too
If “real” myopia is not contagious, know that when it comes to marketing, it can be.
It is necessary, then, to prevent it from spreading from one employee to an entire sector, placing the entire department in quarantine!
It is not enough that one or another person is wearing glasses that correct the little problem. All employees must be constantly aware of all factors encompassing the company.
In fact, as myopia in marketing can only be treated, but it does not cure (at the risk of returning at any time!), It is best that each one is, at all times, the contact lenses of the other.
With everyone working individually to avoid myopia in the group, the company is much more likely to overlook a tiny tip of ice berg that looks tiny from a distance, but can sink the entire business if it doesn’t swerve in time.
Thinking about it, how about thinking about taking better care of your marketing team’s training? Find out how and why we train our team at WAU and learn from our mistakes and successes!