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The 2010's could be characterised as a decade of marketing delusion. We allowed ourselves to become disconnected with our customers. 2016 was something of a wake-up call. It led to many of us realising we'd all been breaking the 1st rule of marketing: you are not the customer.
Since 2016 there's been a spate of great research pointing out that we in the marketing world don’t live in the same worlds as our customers. That we exist in our own bubbles. We spend time with different kinds of media, like different things, think different things.
@Thinkboxtv's 2016 report TV nation was one of the first
to point out the disconnect between adland and 'normal' people. https://www.thinkbox.tv/research/thinkbox-research/tv-nation-ad-nation/
to point out the disconnect between adland and 'normal' people. https://www.thinkbox.tv/research/thinkbox-research/tv-nation-ad-nation/
In 2017 @IpsosMORI and @thetenzer revealed a lack of trust in advertising and how out of touch brands are https://www.ipsos.com/ipsos-mori/en-uk/when-trust-falls-down
2018-20 @reachsolutions released three more brilliant reports pointing out the different thinking styles, values of marketers, as well as a worrying lack of empathy from us. https://www.reachsolutions.co.uk/insights
In 2018 @Radiocentre released the ground-breaking 'Re-evaluating media' which identified a massive disconnect between how marketers think different channels work and what the data says about how they actually work. https://www.radiocentre.org/re-evaluating-media-launches/
And on Dec 9th @Radiocentre are releasing two new pieces of research that will continue to help marketers break out of the bubble, including an update on 'Re-evaluating media'. You can sign up for it here: https://www.radiocentre.org/tuning-in-breaking-out-of-the-bubble/
And perhaps we could all try and make the 2020's a decade of marketing truth?
