In this unit, we'll explore how great marketers think strategically. The secret? They don't guess what customers want - they discover it through insights, then use those insights to make smart decisions about their marketing mix.
Engagement Message
Ever noticed how some brands seem to read your mind while others completely miss the mark?
Customer insights are deeper than just data points or survey results. They reveal the "why" behind customer behavior - their unmet needs, frustrations, and motivations that drive purchasing decisions.
These insights become your strategic compass.
Engagement Message
Can you think of a recent purchase where you felt a brand truly "got" what you needed?
Here's where strategy kicks in: every customer insight should connect to at least one element of your marketing mix - product, price, place, or promotion.
Smart marketers ask: "If customers feel this way, how should we respond across our 4Ps?"
Engagement Message
Pick one "P"—how could an insight about eco-friendly shoppers shape it?
Let's see this in action. Netflix discovered customers hated waiting for DVDs and loved convenience. This insight drove multiple strategic decisions: streaming product, subscription pricing, and online distribution.
One insight, multiple marketing mix responses.
Engagement Message
What other marketing decisions do you think this convenience insight influenced at Netflix?
But customer insights alone aren't enough. You also need to consider competitive dynamics. What are rivals doing? Where are they vulnerable? How can you differentiate?
Strategic thinking means balancing customer needs with competitive realities.
Engagement Message
Why do you think considering competitors is just as important as understanding customers?
