Think about your customers. Do you know them well or are they strangers? Can you describe your ideal or average customer? If they’re consumers, you might know basics like age, gender, household income, and some of what they buy. If they’re a business, you probably know what industry they’re in, what their revenues are and some trends facing them.
As marketers on the CEO's staff, we are often asked the question “So, what’s working today in the world of marketing?” Unfortunately, I've found too often that the answer an executive seeks is guidance on which marketing method (i.e. on-line, off-line, email campaigns or social media) their organization should use. But the answer that I share is that there should be much more focus on developing a great strategy regardless of the chosen marketing method. I encourage executives that by developing and implementing great strategy, the probability for success will be greater than focusing on questions such as “on-line or off-line – which should we choose?”