Customers HAVE Gotten Smarter
Until it pops up in my in-box, I forget that Mark Hurst’s Good Experience is one of my favorite newsletters. It pokes fun at true ad and marketing failures, but still offers great reminders for how to do it right. Today’s column discusses “Advertising and Customer Experience” and goes into how customers have gotten smarter in the face of commercial clutter.
Mark very simply explains the difference between advertising, brands and customer experience within that piece:
“Advertising is a promise of something.
Customer experience is the something.
Note that you can substitute ‘a brand’ for ‘advertising’, and it
still holds true:
A brand is a promise of something.
Customer experience is the something.”
***
Not that I absolutely have to bring marketing to women into everything I post here, but customer experience is HUGELY important in reaching women. OK? OK.
Check out Mark’s site, www.thisisbroken.com to sign up for his newsletter and take a look at the latest “broken” entries, which now include: a garage door warning label (hidden, causing a trip to the ER) and an exploding balance ball.
