Without a successful customer-driven marketing strategy, your organization will struggle to reap the potential benefits of targeting customers. This chapter looks further into key customer- driven marketing strategy decisions—how to divide up markets into meaningful customer groups segmentation , choose which customer groups to serve targeting , create market offerings that best serve target customers differentiation , and position the offerings in the minds of consumers positioning. An effective customer-driven marketing strategy thinks of the customer from start to finish in both the design and execution. A solid understanding of the customer also enables you to write more effective sales copy, which will be more likely to encourage them to take the action you want. In their book , the founder of guerrilla marketing, Jay Conrad Levinson, and his wife and business partner, Jeannie Levinson, offer a step-by-step guide to launching a marketing attack that's primed for success.
But consumers are in the centre of marketing. If your product or service, i. Among the areas of responsibilities for marketing of Publix organizations, the activities include: market and consumer research, product and brand marketing, advertising through market communications, events and sponsorships, graphic designs, package and label design and corporate identity or environmental design. In other words, the marketer must determine which of all the segments offer the best opportunities. In this Avaya article, Laurent Philonenko describes how mobile engagement is helping to power the customer-driven revolution. Segmenting consumer markets 2-4 3. Drew Stevens is the author of 10 books in marketing and sales as well as hundreds of articles in consumer marketing.
First, an incentive call to action. They must dismiss that doubt and continue to drive awareness, interest and desire through a committed marketing strategy. Eric Brantner Eric Brantner is the founder of. With so much marketing clutter out there, your brand, its products and image needs to be top of mind with your customer when the time comes for them to make a buying decision. There are four segments of consumer market: 1.
Where a business sells through a distributor, a co-operative approach is needed. Therefore, positioning depends on differentiation, by which we actually differ our product from competing ones so that it gives consumers more value. Previously he served in strategic marketing roles for leading brands like eBay, Citi, and Pearson, and pioneering startups like Half. Customer- Driven Marketing Strategy 1. Segmenting business markets 4 4. By going after segments instead of the whole market, companies can deliver just the right value proposition to each segment served and captured more value in return.
Implement a referral program where customers are rewarded for sending new business your way by giving them additional discounts or free merchandise. Tagged as: , , , ,. The strategy must be expressed in writing, and it should not contain headlines, theme lines or copy. Igor Kholkin Igor Kholkin is a in Los Angeles with seven years of client-side and agency-side experience developing and implementing online marketing strategies. At the same time, it identified less attractive customers and began to send them packing-off to Wal-Mart or.
The challenge is to keep your priorities aligned with the overall strategy of the company, so your goals stay within reach. Are the customers motivated by need or desire? About the Author Neil Kokemuller has been an active business, finance and education writer and content media website developer since 2007. Geographic Segmentation: It calls for dividing the market into different geographical units such as nations, regions, states, provinces, cities or even neighborhoods. Competitive advantage of Nike Inc. A marketer has to try different segmentation variables, alone and in combination, to find the best way to view the market structure.
To attain incremental and sustainable revenue generation, a marketing initiative must have a full commitment from executives which can be a very difficult notion for a small business. Selling the product is not enough to survive in this competitive market. So, read this post to know about the important key elements for customer-driven marketing strategy! For each target segment, adjustments are made in the marketing mix. Changing creative mid-campaign can cause confusion to the target market leading them to miss the intended marketing message. As a result, you waste less time and money trying to reach unlikely prospects.
As such, your marketing strategy should be geared toward reaching those who would benefit the most from your product or service. The Importance of Customer Satisfaction and Employee Training This type of market strategy is often broken down into several aspects. Market segmentation, differentiation, positioning, and targeting E. He is currently the director of content at , a leading provider of online review management solutions. His focus is now on building innovative video ad serving technology. Yet, business marketers also use some additional variables, such as customer operating characteristics, purchasing approaches, situational factors, and personal characteristics.