So, if you aren’t convinced, maybe the better question to ask is “Where in the process are you least convinced?”

Here’s a great quote from Peter Drucker, author of Managing Oneself:

“The aim of marketing is to know and understand the customer so well the product or service sells itself.”

Forget channel tactics, budget efficiency, and sales integration – all important but easily sorted – it’s your customer knowledge and ability to offer an opinion that only you can create and own that will add real value to them and ultimately your business.

Speaking from the agency side, while other agencies are chasing after some elusive viral video, we’ve seen how early-onset targeting – addressing actual customers’ problems in a video – improves results and plays better to the bottom line. We like being in the room with clients – hearing polarising opinions – because that’s how you get to the meat of the matter. Otherwise, it’s mostly wishful thinking.

We’re not saying that channel tactics aren’t important; only that we’ve identified a gap within targeting marketing. A shortfall. A mistep. Call it what you will.

I don’t expect to convince you here. How would that be helping? But maybe there is a way to convince yourselves.

PS Thank you Patrick Furse at Bray Leino for drawing my attention to Kelly’s article.