"The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself."
I want to reverse Drucker's quote above, and look at it from a different perspective. Think of the ease of marketing from the point of view of the product or service itself. If we develop the product or service based upon what we know the characteristics of a person that represents the demographic we're trying to reach is, it's only a simple step to know the best way to market to them.
In other words, the product or service should define the customer we're reaching out to. If we look at it from that viewpoint, we should know who they are and why they would buy what we offer.
This is looking at a niche from a different angle. If we learn to develop products or services built around certain niches, it shouldn't be that difficult to understand what it is that demographic would respond to in marketing.
What I'm trying to say is everything built into the product should be made with our target customer in mind. If that's the reality of what we do, the product or service should have a built-in benefit that shouldn't be hard to see and build an ad campaign around.
The idea of our product should be so integrated with those who would use it is, that the corresponding campaign will flow from that truth. We aren't simply making products, we're actually integrating the desires of people with the things we build and develop. Do that and the marketing campaign will define itself.
Other Peter Drucker Resources:
The Man Who Invented Management
Beyond the Information Revolution
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