Customer-oriented marketing

Marketing strategy used to be focused on sales management, but now the trend is to focus more and more on the shopping experience. Focusing more on the customer and less on the product.

Before, with the classic marketing and sales funnel, the methodology used was to get the customer to buy the product/service, that was the end of the process. Now the vision is cyclical (a circle) in which the aim is not only to attract the potential customer, but also to make him loyal, so that he not only stays, but also attracts other customers by repeating the cycle.

This has caused companies to stop looking inward and worry about satisfying the customer; that the product adapts to their needs and tastes.

Different marketing orientations

Marketing can be oriented:

• Production-oriented: although it is the oldest it is still used in some situations. Its focus is that people buy products for convenience, because they are available and accessible. It concentrates on developing production and distribution. The risk is in looking too much inward and not adapting fast enough as it can lose sight of consumer needs.

• Product-focused: Concentrates on product/service development and innovation. Works under the assumption that consumers will prioritize quality and performance.

• Toward sales: Focuses on promotion, it is a more aggressive approach that tries to sell a pre-established product/service rather than developing what the market wants.

• Customer-facing: It concentrates on getting to know the potential customer in as much detail as possible, how they conduct themselves and their preferences; adapting the product/service continuously to fit their needs. It is for this reason that it has taken so much strength today as it empowers the consumer because they feel involved in the decision making process.

Which is more effective? It depends entirely on the company and its goals. In this topic, however, we will talk about the latter because of its importance in the current context and its use of the most modern information technologies.

Importance of customer-oriented marketing

The Internet has had a decisive influence on the evolution of the consumer's role. He is no longer passive, he does not have patience to listen to the same old things, he likes to find his own solutions. When it comes to making his purchasing decision, he can compare between a large number of options.

There is all kinds of information available from expert reviews and opinions of other consumers. By privileging the sales experience, you not only attract them but also create long-lasting relationships and they can even become ambassadors of your brand.

With customer-oriented marketing, you can design strategies that focus on building customer loyalty and accompanying them throughout their experience.

This type of marketing allows us to:

• Adapt quickly to customer behavior.

• Seduce the consumer and influence their purchasing decision.

• To know the consumers and their preferences (Data Driven Marketing).

• Retain customers.

Importance of digital marketing

Digital marketing is fundamental in the development of our strategies. Well used, it guarantees control over the experience you are offering to your consumers before, during and after that first contact.

Some of its advantages are:

• Implementation of digital strategies to bring brands closer to their potential customers.

• Decision making based on objective information and in real time. You do not have to be guided by instinct or by the perception either personal or of your employees, but you can process the massive information you get from your customers.

• Fluid and direct communication between companies and consumers.

• Creation of personalized content for each customer.

• Use of interactive tools that improve the customer experience.

• Guaranteed customer follow-up.

• Updated knowledge of the state of the company and the results of the strategies implemented through the evaluation of metrics (cost of customer acquisition, time spent in the channel, return on investment, among many others).

Guidelines for developing the marketing strategy

As already explained, in customer-oriented marketing, the customer will always be the focus of our attention and the strategies and actions to be developed should be basically aimed at keeping them interested and satisfied.

Assuming that market research has already been done and that you already know who your potential customers are, what moves them and what moves them; you may need to adjust the product/service and then focus on creating the content and messages you want to share with your audience.

Here are some guidelines that can guide you in creating your strategy:

• Prioritize interactivity: It may require an investment to implement the tools that suit you best but it pays off in the long run. It guarantees a greater permanence of the consumer in your networks and therefore increases the chances of converting them into customers. You also acquire better quality data and information about their possible pain points and interests. Examples: questionnaires, a quiz, calculators, simulators, among many others.

• Create relationships with your customers: You can use different techniques to work on the loyalty of your customers: create loyalty programs, implement a strategy of. Branding strategy, personalized promotions, discounts, etcetera. For better or worse, consumers are becoming more and more accustomed to obtaining these rewards.

• Take care of the quality of the content and the performance of your channels: Prioritize information security and good technical performance. These aspects should not be underestimated, they are crucial to create a good first impression. Aspects such as speed, poorly written content, bad design and poor functionality greatly affect purchasing decisions.

• Personalized communication: It doesn't matter if you only have one product/service, you must deliver it in an individualized way, taking into account what you know about your customers' preferences. The offer must be differentiated for each customer. Example Youtube, Spotify.

• Keep track of the customer: You have to take into account within the strategy the after sales service as this is what will ensure that the customer will repeat. Retaining customers is less expensive than investing in new ones.