Page 8 - index
P. 8
RESEARCH, ANALYSIS & TRENDS
Customer focus needs a down-to-earth
attitude and no outworn concepts
The vision of digitization and omnipotence of data stimu- Not to mention that all competitors are just a click away
lates customer fantasies and business ideas, but what and duel with huge advertising efforts by a market
kind of impact do they really have? share of less than 20% of the market volume. Of
course that’s a frustrating situation, since the expenses
At first sight, customers can rejoice that they constantly are getting higher. That in turn cuts into revenues. Even
get more and more for paying less, but as the saying the consumer feels less and less cared for with the in-
indicates "There's no such thing as a free lunch". creasingly confusing offers.
So what is really behind business models that constantly Instead of taking care of intelligent research and analy-
need new money injections in order to operate a ruinous sis of the data to really understand the customers, rec-
price-, service- and communication competition? ognize their needs and to increase customer satisfac-
tion on a lasting basis, online providers often rely on
How does it actually meet the needs of the consumer outworn concepts.
who wants to get more and more services for free and if Despite the enormous amount of data, online retailers
possible even choose from more suppliers for the same often run out of steam from a creative point of view and
product or service? do not recognize the customer behind the click. In fact,
some do not know anything about the person they want
And the final question to raise should be what about con- to market their products to and are therefore always
sumers and markets when the bubble bursts and the one click too late. They didn’t look into the customers’
artificially inflated online trade runs out of investors? eyes yet, therefore can’t assess their emotions and
feelings. In other words, they have no empathy!
Apocalyptic prophecy: Nothing remains when there
was nothing there to begin with Mediocracy: There is no space for it in trade either
Because of the low access barriers and the current situ- Unfortunately, we focus far too often on the weakness-
ation on the capital market, as well as the few positive es than on the talents and that way rather promote the
examples that stimulate the fantasies of the masses, the mediocre than innovation. Anyone who only adapts to
number of competitors has risen dramatically in almost the market and neglects his own strengths won’t be
all segments of online commerce. successful in the long run. This is the biggest mistake
that established traders in particular could make today.
8 Data-Driven Marketing: Customer Insights & Predictive Analysis
Customer focus needs a down-to-earth
attitude and no outworn concepts
The vision of digitization and omnipotence of data stimu- Not to mention that all competitors are just a click away
lates customer fantasies and business ideas, but what and duel with huge advertising efforts by a market
kind of impact do they really have? share of less than 20% of the market volume. Of
course that’s a frustrating situation, since the expenses
At first sight, customers can rejoice that they constantly are getting higher. That in turn cuts into revenues. Even
get more and more for paying less, but as the saying the consumer feels less and less cared for with the in-
indicates "There's no such thing as a free lunch". creasingly confusing offers.
So what is really behind business models that constantly Instead of taking care of intelligent research and analy-
need new money injections in order to operate a ruinous sis of the data to really understand the customers, rec-
price-, service- and communication competition? ognize their needs and to increase customer satisfac-
tion on a lasting basis, online providers often rely on
How does it actually meet the needs of the consumer outworn concepts.
who wants to get more and more services for free and if Despite the enormous amount of data, online retailers
possible even choose from more suppliers for the same often run out of steam from a creative point of view and
product or service? do not recognize the customer behind the click. In fact,
some do not know anything about the person they want
And the final question to raise should be what about con- to market their products to and are therefore always
sumers and markets when the bubble bursts and the one click too late. They didn’t look into the customers’
artificially inflated online trade runs out of investors? eyes yet, therefore can’t assess their emotions and
feelings. In other words, they have no empathy!
Apocalyptic prophecy: Nothing remains when there
was nothing there to begin with Mediocracy: There is no space for it in trade either
Because of the low access barriers and the current situ- Unfortunately, we focus far too often on the weakness-
ation on the capital market, as well as the few positive es than on the talents and that way rather promote the
examples that stimulate the fantasies of the masses, the mediocre than innovation. Anyone who only adapts to
number of competitors has risen dramatically in almost the market and neglects his own strengths won’t be
all segments of online commerce. successful in the long run. This is the biggest mistake
that established traders in particular could make today.
8 Data-Driven Marketing: Customer Insights & Predictive Analysis
