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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...

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27 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

 
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10

7 weeks ago

RM47mil KWSG contributions still unclaimed

Jun 9 2014 7:54am CDT | Source: Business Times Malaysia

KUALA LUMPUR: About RM47 million of contributions in the Teachers Provident Fund (KWSG) still remain unclaimed, the Dewan R ...
Source: Business Times Malaysia   Full article at: Business Times Malaysia
 

 
Update
9

7 weeks ago

Gold shop lost almost RM1mil

Jun 9 2014 3:50am CDT | Source: Business Times Malaysia

KANGAR: A gold shop owner lost almost RM1 million after after the safe on in his shop was broken into by robbers. ...
Source: Business Times Malaysia   Full article at: Business Times Malaysia
 

 
Update
8

7 weeks ago

Motion to debate MAS losses in Dewan Rakyat rejected

Jun 9 2014 3:39am CDT | Source: Business Times Malaysia

KUALA LUMPUR: AN emergency motion to debate the losses incurred by Malaysia Airlines last year, amounting to RM1.2 billion was rejected by th ...
Source: Business Times Malaysia   Full article at: Business Times Malaysia
 

 
Update
7

7 weeks ago

MH370 Tragedy: Hisham: RM27.6 mil spent on 1st phase of SAR

Jun 9 2014 2:11am CDT | Source: Business Times Malaysia

KUALA LUMPUR: Malaysia spent some RM27.6 million in its first phase of the search operations for missing Malaysia Airline flight MH370, said Acting Transport Mi ...
Source: Business Times Malaysia   Full article at: Business Times Malaysia
 

 
Update
6

7 weeks ago

9.1m litres of diesel seized in a month

Jun 8 2014 1:11am CDT | Source: Business Times Malaysia

PUTRAJAYA: The Domestic Trade, Cooperatives, and Consumerism ministry has seized some 9.1 million litres of diesel and property worth RM58 million since mounting ‘Operasi Diesel Selatan’ in the southern states last month. ...
Source: Business Times Malaysia   Full article at: Business Times Malaysia
 

 
Update
5

8 weeks ago

Girl, 9, awarded RM2.78m compensation for medical negligence

Jun 6 2014 4:56am CDT | Source: Business Times Malaysia

KUALA LUMPUR: A nine-year-old girl who suffered brain damage during her birth at a government hospital was awarded over RM2.78 millio ...
Source: Business Times Malaysia   Full article at: Business Times Malaysia
 

 
Update
4

8 weeks ago

Malaysia's total trade in April up 12pc

Jun 5 2014 11:52pm CDT | Source: Business Times Malaysia

KUALA LUMPUR: Malaysia's total trade in April 2014 rose by 12 per cent from a year ago to RM123.86 billion due to growing trading activities, International Trade and Industry ...
Source: Business Times Malaysia   Full article at: Business Times Malaysia
 

 
Update
3

8 weeks ago

Works Ministry to spend RM20m for upgrading works at 50 accident black spots

Jun 4 2014 11:35pm CDT | Source: Business Times Malaysia

JOHOR BARU: The Works Ministry will implement upgrading works at 50 accident prone locations in the country that have been identified this year involving an allocation of ...
Source: Business Times Malaysia   Full article at: Business Times Malaysia
 

 
Update
2

8 weeks ago

Najib launches loan scheme for Ramadan traders

Jun 4 2014 10:24pm CDT | Source: Business Times Malaysia

PUTRAJAYA: Prime Minister Datuk Seri Najib Razak today launches RM45 million Ramadan Bazaar Sche ...
Source: Business Times Malaysia   Full article at: Business Times Malaysia
 

 
Update
1

8 weeks ago

Residents bring up objection against Kidex to Suhakam

Jun 4 2014 4:49am CDT | Source: Business Times Malaysia

PETALING JAYA: A group of 20 Petaling Jaya residents held a meeting with the Human Rights Commission of Malaysia (Suhakam) over their objection against the proposed RM2.2 billion Kinrara Damansara Skyway ( ...
Source: Business Times Malaysia   Full article at: Business Times Malaysia
 

 

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