“The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.”


A lot of marketing research has been devoted to answering the million-dollar question: “Why do consumers buy what they buy?

“The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.” (Peter Drucker)

Once you understand what makes people buy things, you know how to sell.
It is highly imperative to recognize that customers buy solutions, not products or services.If customers could diagnose their own problems and come up with workable solutions on their own, they would do so. The reason that they’re turning to you and your firm is that they’re stuck and need your help. Therefore, you must be able to bring something new to the table so as to help your customers with solutions.

The truth is, customers don’t start out shopping for price; they don’t even start out shopping for a specific product. Instead, customers want to buy solutions that will give them the outcomes to meet their needs.

Although often misunderstood, marketing concepts are straightforward, and they are relevant to every part of your company. Marketing is essentially the art and science of getting and keeping profitable and valuable customers, and the hub of every business. This requires that you fully understand the problems and concerns of your market and are able to clearly explain how you can help them solve these problems. It is crucial to understand that marketing is an ongoing process that applies to every contact with your target market.

The “Amazon era” of technology and e-commerce has made cost and convenience a forefront of retail and consumer product business for over a decade. Certainly, low prices, ease and efficiency are top motivators for many consumers when choosing stores, brands and products.

But these are not the only motivators. Social media is about understanding consumers and relating to them in a way that they understand.

It is imperative to assess and determine what your own customer motivators might be. In an era of innovation, ideas explode across all markets. But not all fill a need – and needs of all kinds play a huge part in consumer behavior.

Psychologists often argue that a person may have several reasons for buying. In basic marketing, one framework we use to understand needs and wants is Maslow’s five-level hierarchy of needs. Maslow suggested that physiological needs are at the bottom and self-actualization needs are at the top. “It is quite true that man lives by bread alone — when there is no bread. But what happens to man’s desires when there is plenty of bread and when his belly is chronically filled?

To conclude, Whatever the need or want, your Marketing Strategy should first identify and then satisfy the needs of the customer.

A great marketer can turn any want into a need.

Influencer Marketing

It was yesterday evening and I was unwinding myself for the upcoming  weekend, I received about 5 calls from different companies representing different segments asking me to be their influencer for their businesses. Then I started thinking why there is a sudden surge for Influencer Marketing. After some research I found the following:

· The popular online marketing buzz word of 2017 is “influencer marketing.” While it’s been around for a long time, it’s just now evolved into its own specific category.

· A study published in eMarketer showed that nearly 85% of marketing and communications professionals worldwide expected to launch at least one campaign involving an influencer in the next 12 months. If you look at Google’s keyword search for influencer marketing, it’s increased more than 90 times since 2013, according to Adweek.

· The beauty of influencer marketing is that it can be easily applied to companies of all sizes. All it takes is leveraging the right influencers and staying on message.

Influencer marketing is a type of marketing that focuses on using key leaders to drive your brand’s message to the larger market. Rather than marketing directly to a large group of consumers, you instead inspire / hire / pay influencers to get out the word for you. Influencer marketing often goes hand-in-hand with two other forms of marketing: social-media marketing and content marketing. Though social-media and content marketing often fit inside influencer campaigns, they are not synonymous with influencer marketing.

When done right, influencer marketing can be extremely successful.

Twitter users now trust influencers as much as they trust their friends.
It’s more effective than advertising since 47% of online customers use ad block technology.
73% of Millennials see it as their responsibility to guide friends, peers, and family toward smart purchase decisions.
· Influencer marketing content delivers 11X higher ROI than traditional forms of digital marketing.

Why it works? Let’s check out a few stats:

92% of people trust personal recommendations over brands – even if they don’t know the individual making the recommendation
81% of people are influenced by their friends’ social media posts
71% of customers report having an improved perception of a brand when they read positive reviews on social media
While influencer marketing is a critical piece of an overall marketing plan, let’s not forget that influencer marketing is also a key part of a content marketing strategy. White papers, webinars, corporate blogs—these are all useful content marketing tools, but nothing brings humanity to a brand or product like quality influencer content.

One of the most obvious benefits of influencer marketing is its ability to introduce your brand to new audiences. Regardless of how amazing your products are, or how thoughtful your content is, the chances of those products or that content being spontaneously discovered, are relatively slim. That’s why you invest in marketing, after all. Well at a basic level, influencer marketing is a way of having your products and content shared to a wider audience than the one you currently have access to.

Well on a concluding note –

I think, I am going to check myself being an influencer, what do you say?

Customer-Centric Marketing

Customer Or Employees Care ConceptThe idea of customer-first is not new, but brands need to constantly refresh their approach to meet consumers’ changing demands. User-generated content and emotive storytelling are rising to the fore, while customer-focused challenger brands continue to be the disruptors.
Every company wants to be thought of as customer-centric. While companies continue to improve in the core aspects of marketing, like building better products and implementing more targeted marketing efforts, they struggle with the market fit.
Customer-centric marketing allows you to put customers (not events, channels or categories) at the centre of all analysis and decision making, allowing the marketer to understand customers’ different behaviours and preferences.
Customers have different behaviours and preferences – and this presents rich opportunities to move past a “one-size-fits-all” marketing approach.
To succeed in the era of connected – and empowered – customers, you need a new approach: one that leverages data, insight and action to address every customer as an audience of one.
So how does one keep the customer at the centre.
Customer Focus —
It starts with this simple mindset: When you make a decision, any decision about the way you think about a product, the way you market a product, the way you sell a product or service, the conversation starts with an understanding of who it’s for and what they need.
It means that you start by understanding your customer. Build Successful Customer relationships that are designed to give your customers a great product and service experience at all times.
A good relationship with your customers is the fuel your business needs to grow.
The better you know your customers, the better you can give them what they want. Greater levels of client understanding generally translate into unprecedented customer engagement.
“Ultimately, getting to know your customers is a matter of collecting relevant data and producing actionable, reliable analytics. Getting started is as easy as developing a strong ‘Getting to Know You’ survey, distributed to customers as they show interest in your brand.

Customer-centric marketing is not just about building “better” relationships with your customers, It’s also a source of lasting competitive advantage for marketing teams.
Customer centricity empowers the marketing team to target the right customer with the right channel and right message – at the right time. It also helps teams align around a strategy that will drive long-term value to the business: acquiring high-value customers and keeping them coming back

Content-Driven Marketing

Placeholder ImageSince the rise of digital, social and mobile, various businesses and brands have now attempted to get closer and be more human with their customers. This fosters loyalty and trust with them, ensuring the growth of their business.

Content marketing is quickly becoming a game changer in the field of marketing because it establishes your brand as an authority.

All content marketing begins with content. It’s in the name after all. But most of us only focus on creating content that drives brand awareness.

So, finally, it’s time we talk about Content –Driven Marketing. Trust me, it’s not a tactic it’s a strategy. Content marketing provides traffic for your website, when you are constantly putting out knowledgeable content, your website visitors will take notice and this is awesome for your marketing potential. This means you should be thoughtful about the content you write as well as how frequent you come out with new content. Remember, more is not always better… better is better. If you have competitors, your expertise can make you look far more professional than someone else who puts out lackluster content.

Content –Driven Marketing is a commitment to using content to reach and engage with the audiences that are important to your business, including customers, prospects, employees, investors, and more. It’s a commitment to give first, before you get. It’s a commitment to educate before you sell. It represents an understanding that consumers are intelligent, discerning people who are going to choose your product or service only if it’s the best option, and not because you had the most money to spend on a fancy advertising package. The goal of content marketing is to keep your business top of mind with your target audience, provide them with helpful information they care about that relates to your brand, and to give them consistent opportunities to become customers, remain customers, and enlist others to become customers-all without pushing them to buy.

One of the most important keys to a successful content marketing strategy is to identify the niche your business occupies. Many companies make the mistake of trying to fill several niches, believing that a broader appeal will bring them more customers. This type of general thinking dilutes your marketing message and makes your business less appealing to your target customers, with little if any advantage to winning over non-target customers.

The best way to define a profitable niche for your business is to look for an area with an unmet or underserved need, and then fill that need with your products or services. You may have specialty products or services that already appeal to a specific audience, or you might find that your business can be better at a certain aspect of the customer experience than any other business in your industry or area.

An in-depth understanding of your target market can help you create and deliver highly effective content. With your business niche and USP in hand, you can develop a profile or profiles of the perfect customer for your business-and you’ll understand not only who would buy your products or services, but why they would buy them.

At the heart of content marketing is the idea that it’s all about the content-not the marketing. In order to be effective, content marketing must be passive.

Effective content marketing delivers value to the reader or viewer. Each piece of content you offer should provide something your audience can use or appreciate.

The final piece of your content marketing foundation involves deciding on the style and the frequency of your content. Generating a constant flow of fresh content is important for success, but that doesn’t necessarily mean you have to create new content every day.

Content marketing is a powerful form of advertising for any business. Rather than pressuring your audience into buying, content marketing allows you to establish a strong connection with your target market, and build relationships that lead to long-term business growth and profitability.

With content marketing, you can dramatically increase your online visibility, expand your audience, reach new customers and generate fresh leads, and develop a loyal following who will go on to market your business for you.

Build a strong foundation for content marketing, and focus on generating quality content that will engage your audience and keep them coming back for more.