Flint McGlaughlin, Founder and Managing Director, MECLABS Institute
Is your experience as a marketer hurting your ability to communicate with the customer? How can you tell?
A 2015 combined Nielson and MarketingSherpa study reveals a huge disconnect that exists between marketers and consumers. Most marketers do not understand consumer preferences — specifically, the way they wish to be communicated with and the mediums they wish to communicate through — which makes connecting with consumers painstakingly difficult.
In his Summit 2016 presentation, Flint McGlaughlin, Founder and Managing Director, MECLABS Institute, reveals the science behind how experienced marketers are wired to miss the mark when it comes to customer communication and steps they can take to safeguard their work and maximize its potential to inspire their customers.
“The more expert we become as marketers, the less expert we become as consumers,” says McGlaughlin. As marketers, we often get so caught up in “marketing speak” and our own ideas that we lose sight of the consumer, and customer-centricity begins to slowly dissolve from our communication strategies. Cue the marketer’s blind spot. Our inherent self-interest drives us to fashion our marketing efforts with marketer’s eyes rather than with eyes of the consumer — which produces ineffective communication.
McGlaughlin gives marketers a directive to overcome this: “The true task of the marketer is to move beyond their self-interest to actually get out of their person, into the person of the consumer and see this direction up and through the collateral into the sequence of thought; understanding how it feels to the other side, that is where the power comes from … that is where you can learn to drive dramatic differences.”
After watching this session, you will:
Flint McGlaughlin is a featured speaker at MarketingSherpa Summit 2017 in Las Vegas.
Flint McGlaughlin is the instructor of all courses in the University of Florida/MECLABS Institute graduate certificate program
Increase Mobile Conversion Rates
These five free micro classes (each under 12 minutes) apply 25 years of research to help you maximize the impact of your messages in a mobile environment.Get the Course >
Test Discovery Tool
Show business leaders all the results of your testing efforts with this free tool.Get the Tool >
A Model of Your Customer's Mind
These 21 tools and concepts have helped capture more than $500 million in test wins.Download the File >
Research-based Lead Generation Swipe File
22 valid marketing experiments to give you ideas for your next A/B test.Download the File >
Free A/B Test Planning Scenario Tool
This simple tool helps you visualize factors that affect the ROI implications of test sequencing.Get the Tool >
Receive the latest case studies and data on email, lead gen, and social media along with MarketingSherpa updates and promotions.