4 Important Things to Be "Customer-Centric" in Marketing

The presence of technology is now changing perspectives marketer in marketing the product. Not only that, the role marketing also began to change. They don't just think brand awareness, but also determine the strategy to convert awareness to a higher level, for example increasing sales.

While we know, every brand not only need awareness and engagement solely from the consumer. Every brand need to increase sales in order to grow.

In this #TuesdayStartup session, KG Media Chief Marketing Officer Dian Gemiano discussed what is needed by brand in the present.

Know brand deeper

In a process pitching, introduction stage brand need to be done to find out the client's needs. This is necessary to avoid common mistakes that often occur when pitching.

He exemplifies how marketer not trying to get to know brand first by doing research. They are too busy with the idea that they forget to make a strategy, such as how to make money from the program they are working on.

"Moment pitching, we become self-aware, overthinking, and excited with lots of ideas. Whereas the simplest idea is the best idea,' said Gemi.

Identify consumer profiles

In addition to deepening knowledge of brand, Another important thing to know their needs is to identify the profile of each consumer, such as their activities and reactions to a product brand.

According to Gemi, identification becomes a very fun activity because we know what they are doing before buying an item, the emotions displayed in every interaction. brand.

By knowing the consumer profile, brand can design a product that is meaningful to its consumers.

Don't follow trends, follow where consumers go

Technology allows us to know the trends that are currently busy in society. Thanks to this, marketer know what can be offered to the client.

Unfortunately, trends are like two sides of a coin. Trends change quickly over time. Therefore, it is important for marketer to identify the journey of consumer interaction with a product brand.

"Identification customer journey It is an activity that must be made a habit. All must be detected because there is always a change. Clients know investment its marketing, where the audience is, not in the current trend, because consumers are driven by needs," he said.

It should be noted, not all products can serve everyone. According to him, don't marketer tempted by trends, unless they are relevant to the target audience.

Technology turns producer control to consumer

If we realize, activity marketing grudge changed from product-centric menjadi customer-centric since the technology. The most obvious example in today's era is how consumers buy products based on reviews from other consumers.

This also indicates a change in control from producers to consumers due to the presence of technology. If producers no longer have control, what should be done next?

"So, we can't just make products, we have to know what consumers need," he said.