Marketers’ belief in their godlike abilities to create demand persist-experts
By Zion Rufus
Instead of connecting their products to what people already demand, Louis Grenier, renowned strategist and founder of EveryoneHatesMarketers has averred that in 2023, marketers will still persist in believing in their “godlike abilities to create demand”.
Grenier also revealed that as a result, customers’ emotional needs will continue to be overlooked in favour of their rational needs.
According to Jonathan R. Ferrer, a design, digital marketing & media professional.Many consumers feel that marketing creates needs in the industry, and due to their strategies, expose consumers into buying unneeded products or services, forcing them in a spiral of debt and unmet satisfaction.
“Marketers believe that consumers have the ability to distinguish between needs and wants, and it’s the marketer’s objective to satisfy the needs of the consumer. However, marketing does not create needs, but only enlightens wants. Needs pre-exist marketing, and it’s up to the marketer to understand consumers’ needs in order to influence them into purchasing products. In other words, it is the company’s goal to get the customer’s attention by attracting them to purchase a particular product amongst all competitors,” Ferrer explained in a post.
Meanwhile, understanding the needs of customers remains critical for businesses. Whether business to consumers(B2C) or business to business (B2B), knowing and understanding customer needs still sits at the centre of every successful business.
Urging marketers to understand and see markets from the perspectives of customers while creating products and services to fix their frictions, Professor Ndubuisi Ekekwe, a renowned professor, inventor, and entrepreneur shared in a submission: “As 2023 arrives, research very well so that you can focus on what your customers really want, and not what you think they want, or what they say they want. If you have a social media account and post once a while, if you position your antenna very well, you will pick signals from customers. Those comments open the world of opportunities.”
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