The aim of Marketing?

Your opinion: The aim of Marketing? (Peter Drucker)

“The aim of marketing is to knoww and understand the customer so well that the product or service fits him and sells itself” – Peter Drucker

Did we lose (some) touch with this initial insight by mr. Drucker, looking at nowadays marketing?

Gianluigi Cuccureddu

Consultant ? Marketing Strategist ? Venture Advisor

In short, “yes”. I think that we’ve generally lost touch with those principles. It’s not just marketing products and services. It’s permeated our entire culture. Low-quality “shotgunning” has been slowly replacing targetted, quality interactions. Email customer support, recuriting by keywords, telemarketers, facebook friendships, offshoring and outsourcing, 500 channels and nothing to watch, disposable “everything”, etc. It’s hard to argue with the approach when you can spend next to nothing to saturate thousands with your message and get a handful of positive hits in a matter of minutes. Even if you take into account the number of people that you piss off in the process, the sheer numbers tend to make the behavior worthwhile. Why take the time to do it right when you can be “good enough?

I think that we’re coming to a point where people are going to be willing to pay more to get back that personal touch and connection. They’re starting to recognize that they’re being treated like mindless cattle. Taking the time to understand the customer needs isn’t the “given” that it used to be and Quality has been replaced by “I can live with that”. But I beleive that the pendulum is swinging back and a return to these principles is going to become the differentiator that raise organizations above their competition. (at least I hope so. The alternative is that we continue down the path of information/crap overload and our needs get lost in the noise)

The Recruiter Paradox

If they are looking for you and you are looking for them……

Then why are so many recruiters having a hard time fullfilling positions and people are still unemployed?

It amazes me that several hundreds of what seem like fantastic candidates have the words “seeking position” or similar in their profiles, and recruiters are breaking down my in-box with postings of job openings hoping that I can find a candidate. Why are the (2) not finding each other?

As a candidate, why would you not seek the recruiter by searching keywords and recruiters, why would you not seek candidates by the keyword “seeking”

Can’t we just all get along? Am I missing something? I have assisted with 25 job fullfillments this year alone? Should I be a recruiter?

Cher Lon Malik

Military wife: SHRM Member, Benefit consultant; B2B, Inside Sales: Job Angel

The days of personal recruiting are coming to an end. It’s all about broadcast spams and other shotgun mechanisms. Why search through resumes and make phone calls when you can use keywords to mailbomb 10000 candidates in a matter of seconds.

I get email, phonecalls and even paper mail from recruiters that have obviously never even bothered looking at my resume. Some of these are just ridiculous. (“I have a PERFECT match for you as an entry level fry cook at the local McDonalds. Why aren’t you responding to me?”).

I suspect that the answer comes down to laziness. If a recruiter can send you a single email and you then qualify candidates for them out of a pool of 1800+ contacts, why would they bother trying to search the candidates themselves? (hopefully you’re getting a commission on at least some of these referrals). The guys that are still using the personal touch are probably being pounded out of business by the spammers.

Just my two cents worth