Ivan de Souza
Jun 21, 21 | 5 min read
What is marketing myopia and how to correct it in your company
Reading time: 4 minutes
Quick Answer: When designing a marketing strategy , do you think most about:
a) the characteristics of the product or service you want to sell or
b) the nes and desires of your target audience?
If you answer a) , it is very likely that you are suffering from a minor vision problem call marketing myopia . Have you heard of this marketing “disease”?
So read on to find out what it is and how to fix it so you
don’t go into planning your strategies in the dark!
Perhaps this article is the ophthalmologist your company ne.
Diagnosis: What is marketing myopia?
This minor vision problem was first identifi by American economist Theodore Levitt in the 1970s.
When we talk about micine, nearsight niue email list 150000 contact leads people are those who can clearly see objects that are very close, but their vision becomes blurr when it is further away, right?
And in the myopia of marketers, what happens is very similar to that.
Instead of seeing the whole context of the company (or, in some cases, a specific product or service), the myopic person only sees what is very close to it.
As a result, aspects such as the market scenario or consumer nes end up being neglect.
Symptoms: How do they affect your business?
A simple example of myopia within companies is when they are so focus on their internal problems that they cannot even define themselves externally in the right way.
This is the case of a company that sells notebooks and their accessories and believes it belongs to the “computer” sector when, in reality, it falls under the “technology” category.
It sounds like a silly mistake, but if we stop and think
about it, we notice that the entire target audience (among many other factors!) changes completely from one to the other.
Which means that the company would be focusing its actions on the wrong consumer and, therefore, would be doom to failure.
Another classic symptom is when the group coaching as a trigger for personal growth marketing vision begins to be limit to what is close, that is, to the product or service that the company offers.
So much so that they completely forget to consider customer satisfaction or constantly renew their strategies!
When this happens, the result is materials and offers that do not captivate the target consumer at all or, in the worst case, cause repulsion because they contradict their beliefs, values or nes.
Solution: glasses for the company’s vision problem
The good news is that marketing myopia is treatable! Take a look at some attitudes that will serve as glasses for your company to see everything cg leads that is important for your success: