Thinkerbell co-founder Adam Ferrier has said that if consumer insights were used during the creation of Vegemite, the spread wouldn’t even exist, which is why sometimes putting the consumer at the heart of the business isn’t the right choice.
Customer closeness used to enable marketers to conduct the orchestra of the marketing mix but too many now are woefully under-prepared and under-trained to play this vital role.
Nothing is linear and marketing is not easy. It was easy at one time but that was at least two years ago.
UK convenience retailer The Co-op is working on new customer insight to build on the success of last year’s summer, which saw sales soar on the back of the scorching weather.