Marketing-Obsessed Marketers Need To Become Customer-Obsessed

View this post as it originally appeared on Forbes.

This winter has kept many of us, especially those east of the Mississippi, out of malls and instead hunkered down in our homes. The weather is not the brutal part, though. I have been exposed to a lot more commercials in my hibernation (in part because Hulu doesn’t let you skip them), and I can honestly say that, as a marketing analyst, the link between the agency pitch, the production, and the delivery leaves a lot missing along the way.

There are, of course, those ads that put a lump in your throat and use those heartstrings to cause you to act (or at least put it on your wish list). These ads that relay a strong emotional bond, leading you to act, are typically more aware of you than you realize. But then there are the ads that you shake your head at. “What were they thinking?” you may ask as you scratch your head after a Geico “Portraits Gallery: George Washington” commercial or GoDaddy “Bodybuilder” ad. Sure they may be clever, but are they useful? Do they really get the register to ring?

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