Building, or realigning, your communication mechanisms is the first step in leveraging your resources to break down success barriers. But market success depends on more than just your ability to act effectively. You need to make sure you’re doing the correct things. Learning what those things are comes down to how well you accumulate and manage consumer insight.
Traditionally, the path to consumer understanding begins with demographics. In our hyper-mobile, global digital world, traditional classifications like age, location, gender and occupation are often less relevant as drivers of behaviour than abstract ideas like our knowledge, beliefs and community norms. In case you haven’t been following along, the research bears this out, too. This is why we advocate an individual-first, demographics second approach to external comms that puts the global learner at the centre of the brand.
As the data institutions accumulate becomes bigger and more complex, success will come as a result of how well we manage and deploy insight into our target audience – the people we want to work with most.
Brand alignment and consumer insight – these are the keys to breaking down success barriers in 2021. And the universities that do them well will undoubtedly be the ones that succeed. Fortunately, you don’t need massive budgets to get them right; just careful planning and a big, healthy dose of introspection.