By Rafael Sotelo
Content manager at Marketing4eCommerce
LMyopia is one of the most common vision disorders, which refers to the inability to see distant objects clearly. But what does it mean when we apply it to the world of marketing? Marketing myopia is a concept that was born in 1960 by Theodore Levitt , an American economist and professor, in an article in the Harvard Business Review entitled “ Marketing Myopia ”. The term refers to when brands focus on the characteristics of the products or services they sell, instead of paying attention to the real needs of consumers.
Confusing company objectives with customer needs
Levitt uses this term to explain why many companies fail in australia number data their product sales strategy. This is because they focus on what they think the customer wants, when in reality they are focusing on what they themselves need . This loss of vision prevents them from understanding the true needs of the customer, which is why they fail to reach them.
From this we can understand that marketing myopia translates into the lack of capacity that a company has when it comes to setting the objectives of its marketing strategies, and exposes a lack of clarity when making decisions .
This new concept was very relevant at the time of its publication , as the sector was in a stage of change. Let us remember that to arrive at the marketing that we know today, this practice has gone through several stages. Levitt's reflections were the starting point of the so-called Marketing 2.0, which focuses precisely on satisfying the needs of consumers and not those of companies.