When I first entered marketing, one of the things that appealed to me was gaining a better understanding of the customer and, in turn, making products interesting to the consumer and increasing revenue for my company or clients. Many times, marketers build their ads and other creative materials based on gut feelings or research, such as focus groups or surveys. This approach can be highly successful but can also often lead to companies losing direct touch with their customers.
Melissa Crowe is VP of marketing services at VistaPrint.