Sunday, January 23, 2005

Is Love at the Bottom of Better Marketing?

Questions We Should Be Asking Ourselves

I’ve been tumbling around for the past year or so one of the problems with customer-centric communications. Most of our companies now have the words “customer-centric” in our mission statements. It’s a lofty trend to be connected to customers, to care about customers. But, for most, it apparently stays there. Frozen in typed words, hanging in a frame in the Boardroom. It doesn’t happen because it was just lip service to begin with.

Now, keep in mind that most people who know me would call me an eternal optimist. I don’t dwell long on negatives. But I am more than a bit skeptical about companies claiming to be customer-centric, when they really mean “let’s optimize the profit from every potential customer encounter.” And again, I am not against maximizing profit but I think there's more than one way to achieve our profit objectives.

Contextual marketing (in my opinion, the pinnacle of efficient and effective marketing) has a tough time taking root where this attitude exists. Instead of making the shift from corporate-centric, the messages stay stuck in time. Locked on features and benefits. Geared around “how wonderful we are” copy that has little value for the customer.

This dilemma came roaring back to me Friday evening and Saturday morning when Dr. Tony Campolo spoke at our 2005 Men’s Conference at Montgomery Community Church. He talked, joked and inspired … but mostly he challenged us. Did we reflect love to others in all that we did? If so, we’d probably act a whole lot different than we do. Can we care enough to share our love, prayers and support with a third-world boy or girl who lives in poverty. Dr. Campolo has started many organizations to help us share our love ... you can link to one of them at www.compassion.org.

Could it be that love is at the heart
of doing contextual marketing correctly?


If we really loved our customers, cared about their issues and pains, their desires and wants, the expectations that they hold out for us … would we act a whole lot different that we do today? Could caring love change the corporate scene and produce more valuable marketing communications?

If we loved your customers as much as we love our companies, how would the content on our websites change? How would our service offerings get better? Is it possible that customers would love us back?

1 Comments:

At 2:40 PM, OpenID zachyounkin said...

Hello,


My name is Zach Younkin, and I am contacting you regarding a link on your blog at http://contextrulesmarketing.blogspot.com/2005_01_01_archive.html

I'm working with Compassion International, a leading charity that helps children in need. Compassion International is based in Colorado Springs, CO and is located on the web at http://www.compasssion.com.

I noticed on your site that you linked to Compassion International in http://contextrulesmarketing.blogspot.com/2005_01_01_archive.html, however your link went to http://www.compassion.org .

Would you mind changing the link in your blog post?

Please let me know if the above provides you with the information you need. If I can be of any more help, or, if you have any questions whatsoever, please do not hesitate to reach me. I can be reached via email at zachyounkin@gmail.com, or, if you'd like to talk about this by phone, my direct number is (740)-513-2475.

Best wishes,



Zach Younkin, for Compassion.com
zachyounkin@gmail.com
(740)-513-2475

 

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