By Ed Pierce, ITA Fleet Communications
Feedback is an important tool for marketers. However, like in music, it can be misused and abused unless controlled.
Marketers all know that the marketing process demands a closed loop: market research helps a company determine user needs and pain, corporate and promotional messaging promotes benefits and value inherent in its brand and product attributes, and market research confirms the effectiveness of the communication.
Problems usually arise in that last step when the company decides to take shortcuts or to muddy the waters by mixing in multiple objectives. Consider these examples: