Inward vs Outward Marketing

This semester, we were fortunate to have a guest speaker come to class from BS media, and everything she explained summarized new marketing techniques and how to truly capture this new age consumer. The co-conspirator of BS media, Sarah had a very effective presentation regarding inward marketing and its effect empathizing with consumers. She expressed with how many products are on the market, it isn't enough to claim your product is the best. Word of mouth is the most effective marketing strategy, so making sure your product solves a consumer problem will create the buzz.

So how does a company gain credibility through inward marketing of listening to consumer reviews and catering to the needs of the consumer? Today the television advertisement with "non- actor" product recommendations from the general public, seem to come across as staged and ineffective. Consumer respect authenticity in a brand or company, and expect their product to stand alone representing the core competencies of the company. If the product does not overcome the problem it needs to solve, it will never gain credibility.

Consumers have the ability to read reviews, compare prices and find the best deals. As the consumer in this day in age, we have the upper hand. Companies have been meeting the demand with price forever, but now competition and R&D analysis is a major factor when meeting the demand of consumers.

Sarah stated, as I have stated throughout all my blogs, that empathy is how to drive customer leads and company success. Knowing their issues, evolving with expectations and focus on the inward touch points with all consumers. This is just some of the points I took away from this presentation, but I feel understanding inward marketing is the key to the future!

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