All the right moves in all the wrong places: the marketing bubble

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Marketers place a lot more value in certain things than the rest of the public.

Buyers overwhelmingly trust information from their professional community. Marketers consistently underestimate the importance of conversations in professional communities, and overestimate their own ability to direct purchasing decisions. Let’s face it. We’re ‘Ad people’ and we love ‘Ad things.’ We engage with content on Twitter, LinkedIn and Instagram, but the vast majority of consumers are not. Ad people place a lot more importance on channels than “normal” people, and that’s exhibited by this graph below.

Platform Usage

Source: TV/Ad Nation, Ipsos

These biases have killed effective marketing. We are not the market.
Too often, we focus on channels, tactics, and demand generation strategies that forget the most important rule of doing business: your target customer.