Let me tell you a story about two companies. Company A is specialized in certain software products. It has always been consistent in delivering promises to customers at affordable prices. Their SLA’s are great and they make sure that their service is provided to customers without any shortfalls. They do not offer periodic discounts because they believe in their products and also believe that their customers will be benefitted financially if they choose company A’s products. They make sure that they never sell obsolete products to their customers and come up with high quality product releases every now and then.
Company B is a very big name in market too. They do offer quality products but at comparatively higher prices than company A. Their service levels are good too but that’s not all,they do something else to stand tall. They come up with sophisticated marketing gimmicks. They flood money into PPC and other levels of marketing. They come up with new and unique keywords to appear on top in web search. They pay people to ghost write in forums to increase visibility.
Having known about both the companies, I throw a question before you. Who would you choose if you are a potential customer?. If the answer is A, unfortunately that’s not something, the majority is doing. The above scenario is a clear example of a conflict between customer empowerment and marketing. Marketing is also responsible for customer’s questions, when they are directed towards the promised quality. Obviously, there is a separate customer service department to address customer queries but the origins are always important. aren’t they?
The real scenario in today’s world is that firms would do anything to shadow their competitors and sell their products.Ironically, they know that they are offering low quality products at higher prices in comparison to their competitors but they manage to sell effectively because of the visibility that they have in internet. Customers always desire quality products at lower prices but they do not get it always.If you ask me why? I guess I have already given the answers. Retargeting is another effective weapon used by companies like company B, to do anything and everything to sell their products.
I pose myself as a normal consumer and ask myself. How do I get good quality products amidst all the manipulative tactics and blindfolds? The answer is simple. Research. There is nothing wrong in a proper research if we want a long term association with a product or a brand. After all, it should be a win-win situation for both the vendor and customers. That’s when the marketing and quality comes in sync. If not, there will be always a conflict and customers will think about juggling between brands till they find their ultimate product. For firms, it is always easy to bring in lot of customers. Never manipulate them with marketing arms. Instead focus on your products and let them do the talking for you. This does not necessarily discourages the power of marketing but it is imperative that quality and marketing should go hand in hand for a long time for loyal and happy customers.
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