We can’t answer these questions as victims. The answers are not as simple as “financiers are bad and marketing people are too soft”. The very professionals in the marketing discipline are in large part responsible for the mistakes that traditional Marketing has made.
When you think about it, part of the respect companies profess for financiers is due to the fact that they use the irrefutable rigor of data, and they stick by it. Shouldn’t we Marketing professionals use the same rigor and prestige in our decision-making process?
Of the traditional mistakes of Old Marketing, two must be urgently fixed. The first is that intuition and experience, two of the tools that traditionally have guided marketing decisions are necessary, but clearly insufficient. If Marketing aspires to be considered strategic, it must copy the best of Finance and discipline itself, as well as accustom itself to being based on rigorous data; not only on pretty charts and graphs. It is fine to be creative, but we must also be critical and decisive.
The second error is that the product is no longer the star. In fact, it never was. The true star is the customer. So let’s forget the famous “four P’s”, which have completed their mission in spades for too long, and which even the venerable Philip Kotler now considers irrelevant.
We at DAEMON QUEST invite you to opt for a New Marketing that is empirical, relational, uses dialogue, and is interactive with its environment, and where there is only one king, whose reign should never end: the customer.