Marketers engage in a wide range of activities, from developing customer segmentation and targeting strategies to executing email campaigns. The one thing that all marketing activities require to be successful is customer insights.
- Prioritize your customer segments and targets. Not all customers are created equal, so understanding different customer types and how they align to your organization’s vision and strategy is a critical input to an effective marketing strategy. Marketing budget and resource investment decisions should reflect the overall priority and alignment of a target customer segment.
- Integrate your engagement strategy. Develop a holistic engagement strategy that incorporates not just marketing tactics and touch points, but also the sales, delivery and service elements of your customer experience.
For any marketing effort, focusing on the customer is key, and marketing organizations can’t do that without customer research and the resulting insights.