The Beginning
As I interviewed advertising agency owners and managers for my thesis, I was astonished and bewildered by their success despite lacking a marketing strategy of their own, not to mention a business strategy. My thesis was about how the privacy and data protection laws and regulations are changing the ability to track and analyze marketing efforts.
These companies where great at reacting to circumstances and opportunities with their operational marketing, advertisements and designs for the customers. But they neglected to create a marketing strategy or implement a control system to measure the effectiveness of their efforts and understand customer preferences and behavior.
The Past
I’ve been in sales for 25 years and have studied marketing since 2012 applying it for our small family business. In 2018, I started an online marketing business.
Although I tried the advice of gurus and experts, nothing worked for me. I was slapped several times by Google and co. while following the questionable tactics and methods.
Early on, I realized the importance of learning to communicate well on the web. When you only have a few technical working but empty websites, nothing happens.
I choose to write. Reaching customers is a must for any business or individual, as content and context remain paramount. I’m still and always will be a student of general communication and writing.
The Present
I created my personal website a while ago and never put there something meaningful, as I thought I had nothing to share. Now it’s time to change that and I’m excited about it, which I explain more about on this page.
f you are an entrepreneur, you are constantly chasing something or putting out fires. Priorities are important, and urgent matters are a constant in business, and if not, you lack the ability to get other things done while everything seems to be working.
It’s a reactive move, putting you on the sidelines. Most people and business operating like this. Growth requires a business and marketing strategy; without it, success is merely wishful thinking.
I know that spending money on something that seems abstract can be terrifying. The problem is that most money spend on marketing is just operational and serves a short-term purpose.
The focus is solely on a few metrics. Metrics that sounds impressive. Mostly neglecting the ones that are counting, what customers do, say, and feel about your business.
But when you are operating a business, you have a sense or feeling that something isn’t right. The feeling stems from the tension between obtaining customers and avoiding wasteful spending.
During my studies of business, accounting, and marketing, I came to realize that this problem is solvable. The short answer is that you need to switch from short term reactive to a long term active thinking.
All that led to this point in my life.
While I talked with a friend about the fundamental meaning of my studies, I came to grips with a renewed sense of purpose, a fresh and vibrant drive to find a deeper, more profound meaning in delighting customers.
To achieve this, I wrote a manifesto for myself and those I seek to serve.
It’s a call to arms for customer-centric marketers like us in how we seek to collect and analyze customer data — Customer Analysis Insights: A Manifesto for Customer-Centric Marketers—Collect, Analyze & Find the Insights of your True Fans (coming soon)
Please reach out anytime. I read every email.
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