Customer-centric marketing strategies
Posted: Wed Dec 04, 2024 7:05 am
The future of marketing is customer-centric: discover how to develop winning customer-centric strategies with the use of buyer personas. Customer-centricity and personalization of the customer experience have become essential watchwords for success in the field of marketing.
In recent months, the digital marketing sector, especially that related to Ecommerce, has undergone a surge and many companies, through their strategists, have found themselves having to rethink their entire marketing strategy.
The landscape is changing rapidly. Just think that in May 2020, according to research by the B2C e-commerce Observatory, 2 million more users were registered than the previous year active in the E-commerce sector, and the trend is set to increase. A real "race" towards digitalization is underway, the offer of products and services will be increasingly wider and consequently the competition will be increasingly high.
This could be a great opportunity to reformulate your strategy and invest in customer centricity and customer experience personalization to ensure long-term results.Customer-centric marketing strategies: what does it mean?
A customer-centric marketing strategy is one that puts the customer at the center . This is the simplest, most correct but also a bit reductive answer.
The “customer centered” approach is opposed to the “product centered” approach, which is now outdated. The concept of “customer centricity” was born around the 1960s, but for many years it remained only at a theoretical level. It became concretely established in the world of marketing only at the end of the 1990s, beginning of 2000, also fueled by the global spread of the internet and the development of the digital world.
Many factors have contributed to this change in perspective, first of all the change in the customer himself. The customer today is not looking for products but experiences , he is more informed and aware, he has an unlimited amount of information available and a certain type of “disruptive” marketing no longer has an impact.
Putting the customer at the center list of antarctica consumer email means developing a real 360° user experience . In fact, the customer experience is not limited to browsing a site or the purchasing experience, but includes all the user's interactions with the product or brand, in the context of the various physical and digital touchpoints.
One step further: personalizing the customer experience
Putting yourself in the shoes of the potential customer and offering them a pleasant and satisfying experience is definitely the right approach . It can help maintain or improve your brand reputation , just think about how news flows on social media, create engagement with your customers and attract new ones.
But we can take it a step further, with the personalization of this experience . In fact, another key to success in the current landscape is to offer each user a personalized experience according to their tastes and habits, anticipating their needs .
This consists, in concrete terms, in showing the user personalized messages while he/she is browsing our site, based on the actions he/she performs in real time, blog articles that we know may interest him/her, emails designed specifically for his/her profile and characteristics, products that respond exactly to his/her needs and, even better, anticipate them.
In recent months, the digital marketing sector, especially that related to Ecommerce, has undergone a surge and many companies, through their strategists, have found themselves having to rethink their entire marketing strategy.
The landscape is changing rapidly. Just think that in May 2020, according to research by the B2C e-commerce Observatory, 2 million more users were registered than the previous year active in the E-commerce sector, and the trend is set to increase. A real "race" towards digitalization is underway, the offer of products and services will be increasingly wider and consequently the competition will be increasingly high.
This could be a great opportunity to reformulate your strategy and invest in customer centricity and customer experience personalization to ensure long-term results.Customer-centric marketing strategies: what does it mean?
A customer-centric marketing strategy is one that puts the customer at the center . This is the simplest, most correct but also a bit reductive answer.
The “customer centered” approach is opposed to the “product centered” approach, which is now outdated. The concept of “customer centricity” was born around the 1960s, but for many years it remained only at a theoretical level. It became concretely established in the world of marketing only at the end of the 1990s, beginning of 2000, also fueled by the global spread of the internet and the development of the digital world.
Many factors have contributed to this change in perspective, first of all the change in the customer himself. The customer today is not looking for products but experiences , he is more informed and aware, he has an unlimited amount of information available and a certain type of “disruptive” marketing no longer has an impact.
Putting the customer at the center list of antarctica consumer email means developing a real 360° user experience . In fact, the customer experience is not limited to browsing a site or the purchasing experience, but includes all the user's interactions with the product or brand, in the context of the various physical and digital touchpoints.
One step further: personalizing the customer experience
Putting yourself in the shoes of the potential customer and offering them a pleasant and satisfying experience is definitely the right approach . It can help maintain or improve your brand reputation , just think about how news flows on social media, create engagement with your customers and attract new ones.
But we can take it a step further, with the personalization of this experience . In fact, another key to success in the current landscape is to offer each user a personalized experience according to their tastes and habits, anticipating their needs .
This consists, in concrete terms, in showing the user personalized messages while he/she is browsing our site, based on the actions he/she performs in real time, blog articles that we know may interest him/her, emails designed specifically for his/her profile and characteristics, products that respond exactly to his/her needs and, even better, anticipate them.