John Partilla Makes It All About The Consumer
When it comes to marketing, most professionals assume that they will be able to use the data that has been collected concerning a certain target market, and use it to create a marketing strategy that will draw attention to a specific company and increase its profits. The problem with this type of strategy, according to John Partilla, is the fact that it focuses too much on the data and not enough on the consumer, which is the ultimate aim behind this industry in the first place; to reach a specific target market. When it comes to marketing and advertising, John Partilla is advocating another, more exciting approach to marketing, and this includes the use of digital media, as well as allowing your own intuition to play a part in the strategies and the implementation of these models.
Most people consider marketers and advertisers as nameless companies who sell goods and services to other nameless individuals, but this is not the case. At some point in time, marketing began to gain more structure, and this meant that companies hired individuals who were paid to study a group of people to find out what type of products they would buy and the best methods of providing people with the information that they need to purchase the products that were being sold. Over time, however, these studies became very rigid, which left no room for personal judgment, and this is where John Partilla came in; his aim is to bring a personal touch back to this industry by asking marketers and advertisers to take a different view on the matter.
So, what does John Partilla suggest marketers and advertisers do differently? By acknowledging that you are selling a product to a person, not a nameless, faceless group, you will begin to take the overall value of the campaign into consideration in order to determine whether or not it is worthwhile. Campaigns that are based on unhelpful data will be altered before they are met with failure. This strategy is one that aims to bring personal experience back into the equation.
Advertising should always be about the customer, which means that marketers and advertisers need to put themselves in the shoes of the person to whom they are selling the products or services. Data and statistics can only go so far in allowing you to understand someone, but as a human, you have an innate ability to understand others, and this is where John Partilla is advocating the change.
To learn more about the marketing approach of John Partilla, please visit our website at http://advertising.microsoft.com/video-gallery/view-video?uuid=932810b2-4bdf-4928-ba7d-663d1fa0ec68
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