The more you know about the someone, the better you understand about their action/reactions. This statement holds good on all fronts be it an opponent, doctor, a relationship or a marketer.
A marketer is a facilitator of relationship drawn between a product and the consumer. The consumers of today are far more evolved, aware & demanding. Comparisons are drawn at every level, be it features, price, quality, service or experience. Therefore a marketer of today needs to tread an extra mile following various action steps, he/she has to try a little harder to connect each day and create a story with his prospects.
The choices in the hand of a marketer are either to use the formula already developed or to try something like never before. A safe marketer chooses the former delivering the usual results but for the later can either disrupt or get disrupted. Hence a more balanced approach is preferred by those who would like to keep the regularization on marketing support as a continuous one and continue to decipher the formula to reach and engage with the customers & target audience differently.
The new age hack of marketing are simple yet have different approaches to communicate. The effective routes could be use of an alternate platform, alternate message or an alter impact. The focus is to ensure the customers attention is captured.
Tapping a customers attention is an intrinsic piece to any promotional disposition of a brand. Thus it becomes important that a brand map is drawn to know and understand the target audience and the customers well. Defining area of focus helps define and develop an effective plan. More so communication through an effective channel facilitates effectiveness.
The process of Defining the Target Audience to know them better can be initiated following the below mentioned route. Knowing more of the audience; Information on the basis of their Demography, Behaviour, Psychography & Motivation.
Demographics: Knowing & defining the age, gender, location and the socio economy class would help assist drawing the pen sketch of this customer. If the product attributes are similar to that of the customers targeted.
Behavourial: Understanding the behaviour of a customer would make the task of the marketer easier to tap the audience. Having information about what they are doing? When are they are going to do and their preferences.
Psychography: Attributes such as personality, lifestyle are important to understanding, this helps in defining the consumption patters. Therefore a clearer message for the marketer.
Motivational: What does a customer do and what motivates them to perform as task is one such attribute that would help design a program. What does a customer desire something what they desire is a derivation of the motivational factor.
Knowing a customer is a primary step to design a hack to crack the code to a successful marketing.
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Narratives By Nishant Poddar 