2009 brought with it, the downturn. Ad spends dropped and cost control featured before budgets in the corporate dictionary. However, what could have helped brands get competitive advantage in the downturn was neglected- being conscious of your customers.
Being conscious of your customer is all about knowing him as an individual and engaging him accordingly. It’s about understanding customer’s needs and creating positive experiences while meeting those needs. It’s all about having a two-way conversation with the customer; the ability to woo your customers the way they would like to be wooed; the ability to make your customers know that you are listening to them; the ability to understand your customer’s interaction with your brand at various stages in his lifecycle; while keeping an eye on your marketing budgets and profitability.
The first step is to get access to the customer data. This can be done through getting the customers fill in a loyalty application form or getting them to participate in a contest post purchase. Though not all customers would participate, but a small percentage would also be a good start. Access through social media like Facebook and LinkedIn can also add to the base.
Then comes the challenge of an effective and interesting engagement strategy which holds stickitivity value. It should be in context of your brand values while adding value to your customer’s situation around the use of the brand.
With the focus back on the customer, here’s hoping that 2010 brings more certainty in your marketing efforts. Cheers!
Being conscious of your customer is all about knowing him as an individual and engaging him accordingly. It’s about understanding customer’s needs and creating positive experiences while meeting those needs. It’s all about having a two-way conversation with the customer; the ability to woo your customers the way they would like to be wooed; the ability to make your customers know that you are listening to them; the ability to understand your customer’s interaction with your brand at various stages in his lifecycle; while keeping an eye on your marketing budgets and profitability.
The first step is to get access to the customer data. This can be done through getting the customers fill in a loyalty application form or getting them to participate in a contest post purchase. Though not all customers would participate, but a small percentage would also be a good start. Access through social media like Facebook and LinkedIn can also add to the base.
Then comes the challenge of an effective and interesting engagement strategy which holds stickitivity value. It should be in context of your brand values while adding value to your customer’s situation around the use of the brand.
With the focus back on the customer, here’s hoping that 2010 brings more certainty in your marketing efforts. Cheers!
Dear Charu,
Needless to recollect your incisive analysis and sharp writing skills exhibited in the college magazine. You have succinctly put the canons of DM in one small post. Each word is a topic in itself. Looking forward to more from the author....
Sangeeta,
Student at the IIM Bangalore, India.
Posted by: Sangeeta Rathod | 01/11/2010 at 03:04 PM