Marketing from the Customer’s Perspective

In the past advertisers and marketers used the pitch to sell products. A good pitch could net new sales if it was heard among the thousands of other pitches from other companies vying for attention. Soon it all became noise that the customers learned to block and even ignore altogether. Customers need a more compelling reason to buy from a company than the claim about the greatness of a product, the 10% discount, the easiness of use, etc. After all, customers still need solutions to their problems and products for their needs so their loyalty goes to the company that provides them the things they want when they want them. Many companies today offer similar products and use similar technology. Only your emotional connection to people, will differentiate your company and its product, lubricate your marketing channel, ignite the conversation engine in social media, and call to your door ready-to-try-or-buy prospects. With social media companies have a tool to reach customers directly, understand their needs and concerns, and build customer relationships that solidify the brand in customers’ mind. Retention is an important business objective that can be reached through the use of blogs. Referrals increase when the customer feels validated and understood by the company which happens when the company provides a two-way communication channel. Customers need companies who care about them, who have a stake in their well-being and are willing to put them first. In return, they’re ready to offer complete company loyalty, to become advocates for the company and their products, to help build solid reputations that cannot be broken.