Field of Dreams Marketing

I was going to do a post on what I call Field of Dreams Marketing, and how it is become antiquated. It's the idea that I can develop a campaign or a product that the customers will want; an "If you build it, they will come" mentality.

I had the post all written out and was going to publish it when I stopped. My original argument that it is important to listen to the customer and deliver what they want is sound, I think. It will allow you to be a good marketer and have happy customers. The thing is, it's a very reactive approach.

The more I think about it, the more I think that a great marketer is someone that can listen to customer feedback and deliver what the customer doesn't even know they need. Someone that can anticipate a problem and develop a solution that is beyond the customer expectations.

Ultimately, the Field of Dreams approach isn't antiquated at all, as long as it is persued with one caveat; the customer is at the center of what you do. As a company, you run a risk trying to develop something you think the market will want without actually talking to a customer. However, if you listen to a customer and build something that not only meets, but exceeds expectations, that presents value where they never anticipated it, then they will come, and they will come in droves.