Insight is the holy grail of customer relationship marketing.
Insight gives you understanding and perspective.
Insight allows you to differentiate.
Insight enables you to proposition.
Insight drives creative marketing.
Insight can help you add value.
Insight can ensure you are able to charge more.
And agencies charge clients vast sums of money for it.
Fact is, you have all the insight you need already. Think like a marketing assassin.
Who is best placed to give you insight into customers – their perceptions, motivations and brand choices? An agency or your customer?
And who has the relationship and the ability to ask your customer? Your agency or yourself?