Expectations

What are expectations?

Is it eagerly waking up Christmas morning to be greeted by the Mini Wood Workshop you always wanted?

Is it pruning yourself ready to accept that ’sure-thing’ job promotion?

It is all of these things, but as marketers, understanding (and managing) audience expectations should be part and parcel of our job remit. Audience and citizen expectations are formulated over time by the way they interact with b(r)ands and services. However, the platforms and utilities that connect them to this content are in control of marketers if they wish, yet we continue to ‘predict’ the audience expectations rather than develop an understanding of the way the human mind works and performs these interactions. (read more…)