360° Coverage : Marketers, Do You Really Know What Your Target Audience Wants?

2 Updates
Marketers, Do You Really Know What Your Target Audience Wants?

Marketers, Do You Really Know What Your Target Audience Wants?

Jan 21 2014, 2:09pm CST | by

Yesterday was Martin Luther King Jr. day in the US. This article was inspired, in part, by his efforts in giving the world so much hope and optimism. He gave his supporters exactly the kind of...

Filed under: news

 
 
 

34 weeks ago

Marketers, Do You Really Know What Your Target Audience Wants?

Jan 21 2014, 2:09pm CST | by

Yesterday was Martin Luther King Jr. day in the US. This article was inspired, in part, by his efforts in giving the world so much hope and optimism. He gave his supporters exactly the kind of leadership they needed to make change. So you might say he knew what his customers needed, and gave it to them.

Are you giving your customers what they want?

Or what you think they need?

Data driven marketing, as mentioned by Forbes contributor Lisa Arthur, has been around for years.

But are companies even using their customer data to pivot and give them what they want? I did a brief survey across many different fields and disciplines to find out.

Four companies using some kind of customer data driven marketing, tell us how they’re doing it in 2014, and how it’s working for them.

In the B2B space, the word ‘nurturing’ was the most commonly used phrase amongst all the companies I surveyed when it came to using customer data for marketing. For example, Dave Chase, Partner at Advanced CFO Solutions, an outsourced CFO company in Utah says, “We recognize the multiple value streams from our invaluable customer list.  As a result, we use our integrated CRM and marketing tools to enhance our bonds by informing, educating, and nurturing those relationships.”

Predicting what your customers may need is an excellent example of data driven marketing. Anthony Lopez, CEO of Metro Traffic School, an online traffic school in Florida talks about predicting what his customers want. He says, “For our multiple DUI offender clients that have already completed a course with us and we know they have a revoked driver’s license we inform them of a Supervision program we administer where they may qualify for a restricted driver’s license so they can drive to and from work , medical, church, etc.”.

Gregg Snyder, President of US-based Answering Service United, knows customers like to talk to a real person when they call a business.  He has helped many businesses – big and small – capture more leads with his answering service.  Snyder explains, “Many times a client tries our service, and they are often shocked to discover  how much business they were losing  because their calls were going to voicemail when they were unable to answer.”

Most voicemails do not keep track of the callers that hang up and do not leave messages. One would think this kind of tracking would come standard with every phone line. After all, our mobile phones can track missed calls. But something as simple as calling people back is an area that most companies fail at, sometimes spectacularly, according to data from InsideSales.com.

Steven J. Stowell, Ph.D. President & Founder of CMOE follows up with this insight, “Clayton Christensen from the Harvard School of Business says that you have to know why your customer is ‘hiring’ you. Although that statement is true, you also need to think about future trends and changes about who will ‘hire’ you in the future and what the future ‘jobs’ are going to be.”

Ultimately, you strive to be the preferred solution for your customers and to contribute differentiating strengths and capabilities that help the organization compete and win in the market. If you can achieve and maintain this position, your customers will reward you with the cash flow that circulates through and sustains the organization, providing a vital component of the things it needs for long-term health.

Source: Forbes Business

 
Update
2

3 weeks ago

Khazanah throws MAS RM6b lifeline

Aug 29 2014 5:01pm CDT | Source: Business Times Singapore

August 30, 2014 1:15 AMKHAZANAH Nasional will inject RM6 billion (SS$2.4 billion) over three years to resuscitate loss-making Malaysia Airlines (MAS) under a recovery plan that includes even an Act of Parliament. Other key moves are migrating its operations, assets and liabilities to a new ...
Source: Business Times Singapore   Full article at: Business Times Singapore
 

 
Update
1

3 weeks ago

MAS posts loss of RM307m for Q2

Aug 28 2014 5:00pm CDT | Source: Business Times Singapore

August 29, 2014 1:13 AMMALAYSIA Airlines (MAS) registered a loss of RM307 million (S$122 million) for the second quarter to end-June, but warned of worse to come in the second half when the "full financial impact of the double tragedies of M ...
Source: Business Times Singapore   Full article at: Business Times Singapore
 

 

Don't miss ...

 

<a href="/latest_stories/all/all/30" rel="author">Forbes</a>
Forbes is among the most trusted resources for the world's business and investment leaders, providing them the uncompromising commentary, concise analysis, relevant tools and real-time reporting they need to succeed at work, profit from investing and have fun with the rewards of winning.

 

blog comments powered by Disqus

Latest stories

Israel approves rebuilding plan for communities near Gaza
Jerusalem, Sep 21 (IANS) The Israeli cabinet Sunday approved a $360 million development initiative for the communities in the country's south, near the Gaza border, who were hit hard in the recent bloody conflict between Israel and the Hamas.
 
 
High-level Indian ministerial visits to London next month
London, Sep 21 (IANS/RAY) India's Finance and Defence Minister Arun Jaitley is scheduled to visit London Oct 13-14 for an interface with financial institutions to persuade them to invest in India.
 
 
Expressway to link Vietnam and China opens
Hanoi, Sep 21 (IANS) Vietnam's longest expressway connecting Noi Bai in capital Hanoi and the north-western Lao Cai province, bordering China, with a total length of 245 km, officially opened to traffic Sunday.
 
 
G20 deal on sharing bank data to help India battle black money
Cairns (Australia) Sep 21 (IANS) In a major step that will aid India track and recover black money stashed abroad, G20 finance ministers Sunday agreed on allowing automatic sharing of all bank information with tax authorities at the end of each year, starting 2017.
 
 
 

Latest from the Network

Israel approves rebuilding plan for communities near Gaza
Jerusalem, Sep 21 (IANS) The Israeli cabinet Sunday approved a $360 million development initiative for the communities in the country's south, near the Gaza border, who were hit hard in the recent bloody conflict...
Read more on Politics Balla
 
Shuttlers end India's long wait, Jitu leads team to bronze (Roundup)
Incheon, Sep 21 (IANS) Two bronze medals -- and the assurance of at least two more medals from squash -- summed up India's showing on the second day of the 17th Asian Games in Incheon. Jitu Rai failed to add a second...
Read more on Sport Balla
 
Mariah Carey turns to Brett Ratner for support after split
Mariah Carey has reportedly turned to Brett Ratner for support following her split from Nick Cannon. The 44-year-old singer has allegedly been spending a lot of time with the film director, 45, to help take her mind off...
Read more on Celebrity Balla
 
Russell Brand splits from Jemima Khan?
Russell Brand has allegedly split from Jemima Khan. The 40-year-old heiress reportedly dumped the 39-year-old comedian, who is known as a notorious lothario, last month following just a year of dating. A source told...
Read more on Celebrity Balla
 
Iggy Azalea throws panties away after gig
Iggy Azalea throws her panties away after one wear. The 'Fancy' hitmaker, 24, treats herself to some new lingerie before every show, but she admits she doesn't get much use out of them as she bins them after the gig...
Read more on Celebrity Balla
 
Nick Jonas and Patrick Schwarzenegger celebrate birthday at same venue
Nick Jonas and Patrick Schwarzenegger celebrated their birthday at the same venue on Friday (09.19.14). The 22-year-old singer and the 21-year-old model marked their annual milestones separately at the celebrity hot...
Read more on Celebrity Balla
 
Yemeni PM resigns amid deadly clashes in capital
Sana'a, Sep 21 (IANS) Yemeni Prime Minister Mohammed Basindawa resigned Sunday amid week-long deadly clashes between the army and Shia rebels here in the capital, a government official said. Basindawa has informed the...
Read more on Politics Balla
 
Modi confident India, US can develop a genuinely strategic alliance
Washington, Sep 21 (IANS) With the mood in Delhi and Washington in harmony, India and the US can develop a genuinely strategic alliance, Indian Prime Minister Narendra Modi declared ahead of his first summit meeting...
Read more on Politics Balla
 
Denzel Washington: I've no Bond campaign
Denzel Washington isn't campaigning to play James Bond. The 'Training Day' star has quashed rumours he is keen to take over the secret agent role from current 007 Daniel Craig and insists his joke about starting a...
Read more on Movie Balla
 
Six soldiers killed in Egypt plane crash
Cairo, Sep 21 (IANS) Six soldiers were killed and one was wounded Sunday when a military cargo plane crashed near an airport in Egypt, a media report said. The reconnaissance aircraft crashed near the military airport...
Read more on Politics Balla