Illustration: Sandra Kuan
Today, my thoughts are with the consumer. We’re constantly discussing new technologies and their value in the lives of the consumer. Today I want to break from technology and stop thinking about whether businesses should store content and collaborate in the cloud or how valuable iPads are in the context of sales. These are without-a-doubt exciting and game-changing advancements, but today I want to return to my roots.
The technological knowledge and expertise of the people I work with everyday is impressive, and I’m constantly learning new and fascinating things through my social networks. This is why I love my job as a digital strategist. But today, I want to focus on what led me into this field in the first place: a desire to understand people, their wants, needs, feelings and decision barriers. What makes them tick, what makes them laugh and what keeps them up at night? What drives a purchase? Beyond that, and even more fascinating, is the recipe for creating a brand loyalty that drives a consumer to tattoo a brand’s logo on their body.
“Spend quality time with consumers, not just asking how they use your product, but how they live their lives,” Jim Stengel, former Global Marketing Officer for Procter & Gamble.
I appreciate this quote and admire Jim Stengel for his consumer-centric approach, as well as strong embrace of new technologies and award-winning marketing programs. This quote reminds me that while technology is advancing the way we live, people are still more fascinating. And I believe, to truly drive success in this industry, these sentiments are important to understand and implement.
Written by Amanda Moore