Make Marketing History

The views of a marketing deviant.

Wednesday, October 08, 2008

Missing The Customer Target.


Just saw this tweet from my CTO friend Matthias.

"I hate when Dell asks "what segment are you? small business? large business? home?" without explanation. Just show me computers, ok?"

He's right. Yet businesses still insist on trying to categorise customers by their criteria rather than ours. Why should they presume to know us better than we know ourselves? Make it easy for customers to tell you, if it's really necessary, and then just focus on giving them what they want.