Big data. Macro trends. All those fancy info graphics. If you’re General Motors or Samsung or Pepsico, these long term trends matter because you need the masses. But if you’re like most of us — smaller, local Kansas City businesses — you don’t need tens of millions of customers. You need a thousand, or a hundred or maybe just ten new customers to move the needle for your company.
Your business moves up or down because individual humans, with names and needs and desires and quirks and kids, either trust you enough with their business, or they don’t.
Individuals matter most of all. Get to know them. Use your advertising to start a dialogue with them. Leave the big data trend chasing to the GE’s of the world, you’ve got smaller things to do with your time and marketing budget.