Editor's Notes: What's Missing in Marketing?
Henry Ford supposedly said, "If I had asked people what they wanted, they would have said faster horses."
That's often interpreted to mean you shouldn't ask what people want, because how can they know they want something they've never imagined?
But I'm not Henry Ford; I don't have a genius idea that will take your marketing to the next level. I need to know: What do you need to know?
Every year around this time we start planning for the next year—not just the next year's magazine articles, but topics and formats for content on our website, webinars, virtual and live events, and everything else we do. The most important question is: What do you—good readers—want to learn more about that we're not covering yet?
It's fairly easy for me to tell whether what we've covered in the past is helping you, because we can see the results. We know many of you want to know more about email and direct mail, because you go to articles and webinars about them. We see that in website traffic, comments, webinar registrations, social media, etc.
By comparison, it's very difficult to discern if something we're not covering would help you, especially if it's a new idea people aren't talking about much yet.
What aspects of marketing are you not seeing enough talk about? What kind of tools do you want that you haven't found? What events do you want to attend that no one's throwing?
We'll do everything we can to help you find it.