Marketing can be seen as essentially the management of how people perceive things. Much of marketing is about creating and shaping an image in the customer's mind. That is why it is important to monitor the perceptions held the marketplace AND of the company.
How does your company perceive opportunities and threats? The way you and your company perceive the current and foreseeable economic climate will have a massive impact on how you will do business today. How open is your company to new marketing ideas? How much research is needed? What do you expect from your marketing efforts? Is the company complacent or fixed in its ways? The way the brand and products are marketed is greatly influenced by the perceptions of the company.
How does your target market perceive your company, products and brand? What do people like about your brand and products? What don’t they like? Why do they choose you and why do others choose the alternatives? Customers form perceptions of the people and brands they do business with. It is the marketers job to align these perceptions with the desired perceptions that the brand should have. It is also the responsibility of each member of the business to create these perceptions as they interact with customers. Whether it be through a marketing campaign, face-to-face, on the phone, email, or online communications such as blogs, social networking or your website.
Market perceptions should be tracked in marketing research.
Perception is built from the personality of the brand, the people who take in your message, the qualities of your product and the effects of your promotion. However, placements, personas and price can also influence perception. We can establish another square of the Attractum® diagram.
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