The relationship between customers and business is complicated. Times change, technology updates, customer’s habits evolve, and so do marketing/advertising methods to reach those people.
If you’re a start up you should be doing research, but you’ll need to make a lot of assumptions until you can get some customers. Once you gain traction, then you can truly understand how to communication to them and evolve your processes to adjust to their habits.
[quote Text=”No longer can businesses market without getting to know their customers in an intimate way. ” ]
If you’re a business with customer traction, you’re continually making assumptions, testing those assumptions, checking in with your strategy, and evolving as trends and customer’s behaviors change.
It’s a lot. If you don’t keep up with things, you’ll most likely get beat out by something else that’s new and shiny.
I saw this video the other day on LinkedIn, and thought that it would be the perfect way to highlight how a customer can feel when businesses are marketing through outdated ways.
The ‘Break-Up’ is about the relationship between an advertiser and a consumer. They’ve agreed to meet in a restaurant. The man’s feeling perfectly happy, until the woman makes a painful announcement: she wants a divorce. In the course of their conversation she makes it clear to him why she is leaving him. And he makes it very clear that he doesn’t have an empathic bone in his body. At the end of the movie the woman walks away disappointed but determined.
No longer can businesses market without getting to know their customers in an intimate way. No longer can businesses segment using demographics alone, or offer cookie-cutter solutions to customer dissatisfaction.
Research, “lean” strategy evolution, and engagement are so important when it comes to brand loyalty with your best customers.
What do you think? How have you evolved your relationship with your customer to adjust to the times?
I would love to hear from you! Please feel free to leave your thoughts, comments, and feedback in the comments below.