The marketing industry’s buzzword in recent years has been engagement. Forget all the old ways, we are told, engagement is where it’s at. I couldn’t agree more, getting your target audience interested enough to interact with your brand is essential to success. But I think successful marketing goes deeper than this. Before we get to engagement we need to understand not only the dynamics of the marketplace, but the way our customers and prospects think and behave.
It has long been The Marketing Forge’s belief that getting into the mindset of a given customer base is really important. What is important to companies providing goods and services, might not be what motivates customers. It might seem logical that a target audience might be motivated by one key factor such as say, service or reliability. It is tempting to take such logic as a given. However, the target audience might be searching for immediacy, or quality, or sustainability, or expertise or any other number of factors.
Successful marketing communication must identify not only what these factors are but we must be able to priortise key issues from the consumer’s perspective. (This is true whether dealing directly with consumers or if working in a specialist B2B market). Sure, social media is one way to help identify such factors, but real understanding comes from original research, when consumers are given a chance to articulate their decision making criteria and behaviours. For those of you who have never experienced it, there is nothing so enlightening as listening to respondents in a qualitative research setting discussing their purchase behaviour and decision making criteria. Who are the decision makers? Who are the influencers? How do their perspectives differ? How is your brand viewed in relation to competitors? Which brand is associated with the attribute that’s being searched for?