Philip Kotler defines our responsibility as marketers as “create, communicate and deliver to a target market at a profit”, but how do we achieve this without knowing the situation where we are at? It is key to us to understand who we are, what our product is and to deliver value to our customers and the only way we can do this is through market research. Tools like SWOT Analysis, creating a mission statement and defining our objectives will give us the identifiers that make our product unique.
It is impossible to create a need without understanding trends, our unique selling proposition and our buyers. For example, if we look at the TV industry, it is insane to believe that consumer behaviors have been the same in the 90’s, 00’s and today’s date. Trends have varied from the way that the content is being delivered (linear vs non-linear), to the way our viewers are being raised in consuming this content. Kids today have a sense of immediacy that defines the way content is being created (shorter formats that can be played in over-the-top platforms), that kids raised in the 80’s and 90’s didn’t have.
Our role as marketers will always be shaped by our environment but will always be determined by good research prior to launching a product, a service or a campaign.