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Little do we know.

Subtle lifestyle changes, family circumstances, employment conditions, media habits, purchase intentions, and decision criteria have profound effects. Some are not discerning or expressed by individuals.

Established marketing, selling, merchandising and promotion initiatives, often successful over extended periods, quickly become redundant, irrelevant and ineffective. There is little alignment between the two.

Falling foot traffic, online connections, sales, and profits are typically the first awareness triggers that a prevailing, possibly pressing issue exists. They are relatively easy to register and quantify.

Identifying, isolating, analysing, addressing, and redressing the causal factors is often complex. Intensive and extensive research is usually required, necessitating capital, time, people, and resource investments. Keeping in touch with customers minimises the need and cost.

Refining and recalibrating strategies and tactics involves accepting risk, response lead times and commitment.

Significantly, the decline in business performance indicators is not the critical challenge. They are typically symptomatic of deeper underlying causes.

The focus must be on existing, past, and prospective clients and customers. Knowing, understanding, respecting, responding to, and fulfilling their needs, wants, and aspirations requires business leaders, managers, and frontline service providers to always reach out, connect, and engage those with whom relationships are sought and valued.

Interactions initiated, transacted, and supported by innovations, technologies, and artificial intelligence typically lack the nuances and subtlety of human interactions. Emotions figure prominently, often outweighing the importance, effectiveness, and productivity of systemised processes and procedures.

Noting inefficiencies and the ineffectiveness of current advertising, marketing, selling and promotion campaigns is not intuitive. What is evident to an external, professional consultant is that in many instances, internal advertisers, marketers, and salespeople don’t currently know their customers, their needs, wants, aspirations, and desires. Little wonder, then, that it is estimated that more than 80 percent of business development campaigns are ineffective and underperforming. Money and opportunities down the drain.

That is expensive and none too subtle.

Providing an external focus is often confronting but rewarding. We at Marketing Focus are ready for those challenges.