Sometimes as marketers we work too closely to a project that we sometimes lose sight of the bigger picture. This is a big world filled with choices, competitors, substitutes, and information. Being too heavily focused on our own corner of the universe can cause us to miss out on guidance and insight that can be obtained from these other things. For instance, do you acknowledge the following in your marketing practices?

• Consumer thought process before and after the transaction – Consumers want information and guarantees before a purchase and reassurance after the purchase. You may have to go out of your way to make these things happen but it’s worth it.  Do you have a process that helps guide consumers in their decision making? Do you pleasantly surprise customers by providing something extra afterwards? One great example of a company that considers the consumer thought process prior to a purchase comes from Mail Chimp. I have been looking into new email service providers and they did not just talk about how great they are. Instead, they provided a comparison chart right on their website comparing similar companies in the industry which saved me the hassle of going website to website and putting together my own chart. I loved them right then and there for that simple gesture.
• Where consumers initially go for information – You may be all ready with packets of information and brochures to hand out to customers when they come to your company or organization, but what about the information they are getting before coming to you? This includes information from friends, peers, online communities, and social networks. Are you present in these arenas? Are you actively participating or guiding these conversations in any way? If not, what are you waiting for?
• Direct AND indirect competition - I know paying attention to both direct and indirect competition is not a new concept, but it’s important enough to reiterate. Nonprofits, for example, are not just competing with other nonprofits. They are competing for consumer dollars that could go anywhere else, even to a new pair of shoes.
• Cross channel marketing, not just multichannel – Email can increase direct mail response ROI, social media can boost email ROI, email can help social media ROI, etc., etc. Integrated marketing strengthens campaigns, I mean really strengthens campaigns. You could send a postcard here, email a coupon there, set up a website…but without taking an active approach in using each channel to strengthen and improve the other you are missing out on the full potential of your marketing efforts.

After considering all of these points the important thing to ask yourself is: “Is there anything I could be doing to make life easier for my customers in the grand scheme of things?” Think outside the box. Read It’s the Little Things That Count to learn more about this.