Biz-Community (Cape Town)
Claudelle Naidoo
8 July 2009
opinion
Why do we always look for the disadvantages of certain media types, instead of embracing the fact that we have a huge array that can provide us with high reach and impact, staring us right in the face?
Business failure reflects when advertisers fail to make ingenious understandings of the simple needs of our consumers due to market research negligence. We need to understand that certain demographics and target audiences have evolved with society and its demands.
As slaves to our consumers, we work with relative independence, not realising that there is this false perception that there are in fact many ways of interpreting the needs of consumers, instead of only one.
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We can, however, with all the up-to-date market research and analysis available, work closely and share ideas to ensure that our different roles in understanding the masses complement each other and add value to effective marketing strategies.
Across the board, there are consumers, hungry for information and brand awareness, who are being neglected. We need to work on a compilation of databases that are updated according to the uniform change in market trends.
It's is no secret that consumers get bored when we keep feeding them with yesterday's vitalities; what was good for yesterday doesn't necessarily have to be good for today. South Africa has set a high standard to date, that showcases our excellent consumer understandings and market knowledge, so let's keep up the performance and give all our media resources a chance to grow with our country!
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