Consumer focused models for efficient marketing resource planning
With ever increasing channels of communication like emails, social media networks, SMS, event banners, TV ads etc. The opportunities as well as chances of failure, increase for someone managing the marketing of products/services to an end customer. To effectively use these channels, the right customer has to be exposed to the right content at the right touch points(time and place). e.g. content strategy for same product may vary for different potential customers depending on interest level and type of media they prefer. With these factors in mind, marketing gurus have developed tools to stay efficient in this ever changing environment. This article discusses three such useful tools.
Consumer research: For this activity a potential consumer is identified based on bio demo details, then his background, expenditures, future ambitions and touch points are listed. This activity shouldn’t be done from product or service point of view, as the aim to create a replica of customer’s living environment on paper. This will help to identify maximum number of events in daily life which can be utilized by the marketer to bring customer’s attention to product. (Image is an Example of consumer research for a Tablet campaign ©Adianta.org.
Consumer journey: We take forward the consumer research by devising an ideal marketing strategy, right from the point of creating awareness, to the stage of recommendation by user, after purchase. This helps to root out unnecessary marketing activities, that might have been used but would have been ineffective, as they are done on platforms that targeted customer is not using. Various stages of consumer journey are knows as Purchase funnel.
Content Strategy: Based on journey and profile now we know, What information should be fed to customer. Content that uses this kind of information is called Proactive content. This type of content is created by discussing the situations for which product/service will be relevant and then highlighting the feature from product/service that will cater to given situation. It also includes examples of endorsements, background research in developing the product and finally an approach that invites the potential consumer to try out or check out the product/service. Following image contains sample weekly strategy for a hospitality business consultancy.