There are so many brands and products competing for that one split second of attention and with more power than ever in the hands of today’s consumers, businesses need to create that edge and uniqueness about them against their competitors…
So, what is customer centric marketing?
Well, the simplistic version is obvious, the business and strategies should revolve around consumers. Brands, slogans, products, and media aren’t at the centre; they are infact the bridges to build the gap between the business and consumer. Businesses who implement customer centric marketing think of their customer base as their greatest long-term investment.
Customer centric marketing is massive and there are many different techniques and strategies to consider, I am just going to highlight a few that I think stand out to me…
There are 4 different types of customers: (Taken from Google academy…because well, who else could explain it better than Google?!)
- The ‘See’ stage: consumers in the earliest stage of the purchasing journey and have no commercial intent. E.g. People who drive a car (Sports car, family car, 4-wheel drive, Smart car etc.)
- The ‘Think‘ stage: consumers who are considering a purchase. they are further along the journey than those previously and have some commercial intent. E.g. People who drive and are thinking they need to buy a new car
- The ‘Do‘ stage: These consumers are on the verge of making a purchase. They are possibly just days, even minutes away from buying a product. Their commercial intent is very strong. E.g. People who drive a car, are thinking they need to buy a new car and are ready to buy now!
- The ‘Care‘ stage: This is for consumers who have already made a purchase, whose loyalty you want to keep hold of.
I realise that is a lot of information but I think it’s crucial to emphasise the importance of different types of consumers and how at each stage, different marketing strategies need to be implemented in order to draw them in and make a purchase! (Kaushik.com explains this really well!)
What is it? The moment when a searcher turns to their smartphone to find information about a place they want to go, a thing they want to do or a thing they want to buy, a micro-moment.
In this digitally controlled world, it is essentially the opportunity for the brands to capitalise on the chance to interact with the consumer. (also offers a chance to shape the decision making process.)
One great example of a brand that used a micro moment to understand the consumers needs is Dunkin’ Donuts. They really tried to grasp what it was that the customers expected of them and in this video you will see the “I-need-a-coffee-right-now” micro-moment..
People are giving us signals all the time about who they are, what they want, and the context of their current situation. (Need to think about Audience, media and environmental cues)
Finding the right sources to channel your audience through…
Marketers need to think logically about how and where they are going to place their messages. This is where your 4 difference audiences would come in: See, Think, Do and Care!
Need an example? You wouldn’t give someone an 30 second non skippable ad if they are just in the ‘See’ stage of the product buying cycle…you’d make sure your ads are the first ones popping up in their searches!
Rules for creating brand content for consumer-centric adverts:
I’m going to leave you with one last advert that touches on all 3 of these points:
I promise this is the longest post I will make you read, but I felt it was important to relay some of the facts and knowledge I gained form completing the google course!
Do you think brands need to reconsider their marketing strategies and start implementing a more customer-centric approach?