Twelve tips to be a better marketer
Many marketing research firms will plunge headlong into 2017 with two strikes against them:
- a lack of basic planning;
- an epic fail when it comes to understanding the audience for their services.
"Too many firms just want to do stuff. They skip the 'think-plan-do' process," Steve Henke told an audience of market-research companies at the GreenBook-sponsored Insights Marketing Day 2016 in Chicago.
They also fail to connect with a key audience - non-marketers - who may have a greater say in their future than researchers typically imagine, according to the...