You have a\ngood marketing plan. You have a strong strategy team. Your marketing department\nis devoting a lot of resources to the company\u2019s marketing activities. However,\nyou do not see the impact of these activities on sales. Or maybe, there\u2019s\nimpact but not as much as you had expected. This is no one-size-fits-all\nsolution, but you may have to look again at your customer base and your\nunderstanding of who they are. Who is your customer? Can you describe your\ntypical costumer to some stranger using five words?<\/p>\n\n\n\n
Like\nbusiness people always say, the customer is the heart of the business. This is\ntrue on many levels. If you like, you can make all the plans and hire the best\npeople in the world, if these activities are not rooted in a deep understanding\nof the market, of your customers and their preferences and consumption culture,\nthen your business may be heading for a dead end.<\/p>\n\n\n\n
Understanding\nthe customer is not easy but it\u2019s also not too difficult. It requires some\nresearch, going to the market, listening to the market as it changes and moves,\nstaying up to date. Some marketing specialists recommend the process of\nmarketing segmentation, which is a great way of targeting customers based on\ncertain characteristics. It can be a good means of choosing the right customers\nto focus on. Who are the customers that contribute the most to the business?\nSome specialists say about 20% of the customers account for 80% of the\nbusiness, an ideology referred to as the Pareto principle.<\/p>\n\n\n\n
According\nto the Pareto Principle, more attention should be given to this 20%. But this\nideology is not ultimate. What is even more important is that the organization\nstudies and understands the different customer segments in the market for its\nproduct\/service and targets marketing communication based on these segments.\nMarket segmentation often requires finding out the characteristics of the\nbuyers and their buying behaviour. In simple terms, who buys? What do they buy?\nAnd why do they buy what they buy? Finding answers to these questions helps the\ncompany have a firm grip on the market.<\/p>\n\n\n\n
Again, we\nrevert to the question of describing your customer in five words. What five\ndifferent customers need your product and what five words can you use to\ndescribe each of these customers?<\/p>\n","protected":false},"excerpt":{"rendered":"
Understanding the customer is not easy but it\u2019s also not too difficult. It requires some research, going to the market, listening to the market as it changes and moves, staying up to date. <\/p>\n","protected":false},"author":1,"featured_media":112,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_uf_show_specific_survey":0,"_uf_disable_surveys":false,"footnotes":""},"categories":[8,9],"tags":[36,35],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/kleosafrica.com\/blog\/wp-json\/wp\/v2\/posts\/111"}],"collection":[{"href":"https:\/\/kleosafrica.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/kleosafrica.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/kleosafrica.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/kleosafrica.com\/blog\/wp-json\/wp\/v2\/comments?post=111"}],"version-history":[{"count":1,"href":"https:\/\/kleosafrica.com\/blog\/wp-json\/wp\/v2\/posts\/111\/revisions"}],"predecessor-version":[{"id":113,"href":"https:\/\/kleosafrica.com\/blog\/wp-json\/wp\/v2\/posts\/111\/revisions\/113"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/kleosafrica.com\/blog\/wp-json\/wp\/v2\/media\/112"}],"wp:attachment":[{"href":"https:\/\/kleosafrica.com\/blog\/wp-json\/wp\/v2\/media?parent=111"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/kleosafrica.com\/blog\/wp-json\/wp\/v2\/categories?post=111"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/kleosafrica.com\/blog\/wp-json\/wp\/v2\/tags?post=111"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}