This is the first of two posts by us on the unfortunate results of the 2016 US presidential election. The second one will be a critical look at our generation, millennials and their part in all this. We will give them (and us) some more time to lick their wounds though. For now, let's have a short look at what the results mean for marketing.
Steve Jobs once said the following:
Some people say, ‘Give customers what they want.’ But that’s not my approach. Our job is to figure out what they’re going to want before they do. I think Henry Ford once said, ‘If I’d asked customers what they wanted, they would have told me, “A faster horse!”‘ People don’t know what they want until you show it to them. That’s why I never rely on market research. Our task is to read things that are not yet on the page.
We at 1520 always agreed with im, often to the slight dismay of our business school teachers. Don't get me wrong, data is great, but it is not everything. A heavy reliance on data driven marketing rather than classical, go-with-your-gut marketing can be dangerous. Doing the opposite is a big part of why Trump, an old school marketeer, won the election.
Although we wish Hilary Clinton would have won the election, we do hope the lessons learned here lead to a much needed renaissance of classical marketing. It's good for consumers, good for business and good for the economy, no matter who is president.
Marius | 1520