and going and going.
Recently, I was asked what I feel is the most important marketing issue for 2013.
It’s not the first time I’ve addressed this question. During a presentation I made at a trade show in 1992, my answer was “to learn more about your customers.”
For example, interpret customer needs by studying their demographics, buying patterns, expanding the use of customer segments, and make sure this information is all put into a database. These are great starting tools to begin developing a better picture of your customers.
Imagine using this information today so you can have more meaningful customer relationships, relevant communications, and encourage customers to refer their friends.
I still use my data to test assumptions. Now, one of my favorite testing tools to use is analytics. After I send an email to customers, I learn even more about my customer’s interest. The result is a better use of marketing communications and my campaigns become more successful.
So why is a customer focus today no different than in 1992? There is better technology, a variety of marketing channels and a host of other diversions that may get a customer’s attention. So the more I learn about my customers and prospects, my marketing becomes easier.
Once marketing becomes easier, it’s much more affordable. Once you start seeing the fruits of your customer knowledge, more time is spent using marketing that works and less time on speculative marketing. This is truly customer-centric marketing at its best.
Whenever I engage with someone regarding a stronger focus on their customers, I hear comments such as, “I know our customer’s and what they want.” May be not.
If that’s true for your business, then ask yourself this one question. Who is more in control of the buying process than ever before?