The Prime Minister has commented that he views access to a fast broadband connection as important to home-owners as electricity, gas and water. But isn’t that just a bit-over-the-top? We all take access to the internet for granted now and, when we can’t get a mobile phone signal, curse the network provider but the digital world is still a very young one and it wasn’t that long ago we managed fine without it. The digital revolution was supposed to make books obsolete and shops just showrooms however, things haven’t turned out like that. People like to shop, it’s a leisure activity and part of our culture and books are treasured possessions which will never be replaced by a screen.

There is no denying however that the internet has become a major part of modern living and has added positively to modern life but what we must not do is rely on it to fulfil our lives. We must still get out there and interact with people, express ourselves through our actions and embrace challenges that this amazing world offers us. These actions define us and broaden our outlook or put it this way – who would you rather sit next to at a dinner party, someone who spends all their spare time sat behind a computer screen or someone who gets out there and lives life to the full?

I am often asked what is the most important marketing action to take during an economic downturn such as the one we are experiencing now. Obviously they want to know where to spend what little budget they have on the most important area that will bring a return. Obviously there is no easy answer to this as it all depends on the activity of the company but there is one thing that consistently needs monitoring very closely – how your customers perceive you.

Many companies have a strong idea about how they see themselves and their offer and consequently how they fulfil their customers needs however, if you go and ask those customers the same question they often reveal something completely different. This gap between perceived and actual can mean a disslocation which can have a negative effect the relationship.

My advice is to get closer to your customers, ask them what they need and how you can help them. It doesn’t have to cost anything, maybe some advice, a bit of time or a favour to get something done. Remember they are all probably going through the same pain and if someone shows them a helping hand now they may just put a contract in it when things get better later on!