Marketing 101

At its very basic tenet, marketing requires gathering information from potential customers. Of course gathering this information requires some trust. So the first step is creating an environment where you can collect this information in an honest reciprocal environment. Clients don’t want their personal thoughts or information spread out, exposed for all to find.
Some companies will fail to embrace this model from the beginning. They will complain they do not have time to get anything from their customers except money. But knowing your customers will allow marketing campaigns to be tailored to needs. More effective, creating loyalty and developing a strong brand should provide inspiration to the most insipid of managers.
Benefitting from the collected data a company can afford to do some leveraging. Adding value to a customer is one of the biggest advantages. Boosting sales is the goal and if a company knows and understands what the consumer is looking for this is easier to achieve. Coupons, sale days or doubling up on offers can give incentives but only if the initial item is wanted or needed.
When gathering information, be careful to do it in waves and not all at the same time. If a customer has to fill out a long questionnaire before even seeing your website this is a big turnoff. Sometimes just creating that nefarious “log-in” can be a game ender. Give the customer a chance to check out your site before having to sign up. Some companies get around this by offering a guest sign in.
Making assumptions about clients and not even using data collected is another mistake that is common. Too often marketers get wrapped up in the action of collecting but don’t take the time to decipher.
What does the data mean? How can a company apply it? How honest is the data. Many times a customer gets so bogged down in the items required they take a short cut. This reflects in less than honest data.

Share on FacebookShare on Google+Tweet about this on TwitterPin on Pinterest