Spotlight on Marketing

In the past two days I’ve had three experiences, as a customer, of being treated as a nameless, commoditised piece of data. Please don’t treat YOUR customers like that.

Are your customers using your products or services in ways you didn’t expect and couldn’t have dreamt of? Asking for and paying attention to their stories might inspire you to develop some popular new products or services, lead to some profitable new revenue streams for you, and give you some terrific content to share.

Why is marketing important? And what’s the point of marketing YOUR business? Deep down, it’s to sell more of your products and services, more often, to more people, preferably at a profit, right?! Just to be clear: I’m not recommending that you sell useless crap, and I’m not advocating mindless, wasteful consumerism.

I spotted this statement recently: “If a product is great and everybody loves it, it will sell.” And I say no, not necessarily. A great product by itself is not enough. You need to ensure that customers have a good reason to buy your product, can easily find and buy it, want to come back again and again, and happily recommend your product (and you) to others.

It’s not enough to offer a product or service that’s merely functional. Customers expect a pleasant, even delightful, experience every step of the way. Here are some tips about how to design and offer a consistently excellent user experience (UX).

Marketing isn’t something you do for two hours a week – EVERYTHING you do and every decision you make in your business has marketing implications, because it affects people’s perceptions, motivations and expectations about your business.

Isn’t it annoying when a company’s marketing messages don’t tell you WHAT you want to know, WHEN you want to know it? I’m Kay Ross, a Hong Kong-based marketing consultant. So in this short video I share some annoying examples of bad marketing.

Don’t you just hate cold calls? I’m Kay Ross, a Hong Kong-based marketing consultant. And more importantly, I’m a customer, just like you. So in this video I have a little rant about bad marketing. This is Part 2 in a 4-part video series.

I’m Kay Ross, a Hong Kong-based marketing consultant. And more importantly, I’m a customer, just like you. So bad marketing really pisses me off. Here’s Part 1 in a series of short videos in which I share some examples of bad marketing.

When I’m a registered member of an organisation, I don’t like it when the home page of the organisation’s website gives a lot more priority to attracting new members than to serving existing members.