Financial Marketers Caught Chasing Bad Ideas and Bogus Trends

Every financial marketer enjoys access to a free source of consumer input that can help guide their decisions -- their own judgment. And sometimes it takes guts to listen to one's instincts when the prevailing "wisdom" says otherwise. "Remember that you're a consumer as well as a marketer. Have you been annoyed or put off by an ad? Conversely, have you experienced something excellent? Bring your experiences as a consumer into the conversation and encourage others to do the same," comments Forrester in a thematic report "The Self-Defeating Marketer: How to Put an End to Marketing Dissonance."