Who is the customer
Customer is King!
Marketing is an exchange process, so if you want your customer to give your their time and money, you need to give them something they will value
Meet thier needs
That means planning your product and messaging around what they really need and the language they actually use
Customer analysis will simplify your marketing and product decisions
Be Customer focussed
At the heart of your marketing strategy is the customer. This is the entity that benefits from the work that you do. They have a problem that needs to be solved or a goal that needs to be reached and will seek mechanisms to achieve this goal. The size of the benefit will define how actively they search and how much value they place on the solution.
Understanding is key
Your marketing objective will be to influence this entity to act in a certain way, so you need to understand how they benefit and how they search for a solution if you are to craft an effective marketing communications strategy.
In a business to business context, there may be different decision-makers, such as accountants, Boards etc, and these may have different requirements and it can be important to influence these decision makers. However, it is important to focus on the person or role that benefits at this stage as they will be the active buyer and will lead any search activities.
How customer understanding can improve your business
Understanding your customer will help you tailor your proposition, channels and communications specifically to their needs. This lets you maximise your value proposition and focus your communications and channelsUnderstanding your customer will help you tailor your proposition, channels and communications specifically to their needs. This lets you maximise your value proposition and focus your communications and channels