Marketing Explotation

Isn't that what marketing is all about, "Exploitation?" Finding the needs and wants of a consumer and exploiting those needs to offer or sell a product or service.  We must determine the tools and pieces of knowledge  that will provide the greatest strategic impact and exploit them to the institutions favor.

I once had a boss that bestowed some very good wisdom to me years ago. "We will sell a customer every dime of product the customers needs, however not a penny they do not."  I still reflect on that quote even today, however with a twist by exchanging the word "sell" with "offer."   Although we may see the client will benefit from the service, the customer must still and always be in control.

Don't look at exploitation as a negative term, but one that focuses on the needs of the customer and how we can distinguish ourselves in the market place.  What are our distinctive capabilities and how can the institution differentiate itself?  Never forget or begin your journey to determine which relationships are profitable then educate your associates to find mirroring clients through Business Intelligence.

Now unless you have a great keen sense of intuition you will have to use analytics to find out what information really should matter to your business.  Before you start your exploitation journey you must first ask questions, then start on the most difficult step, obtaining that information.

Each week I will focus on a component of data that will allow you to take that step.  This is not an overnight journey, however one that will take years.  This is the coming age of a strong financial marketer who understands how analytics can contribute to the revenue of an institution. So, you can either stay in a comfort zone of being that place that develop ads, events, and orders balloons or you can add to your knowledge and become a strong player in the organization.