customer-centric – Sustainable Marketing Solutions

Blog readership in the United States is very healthy.

As of 2007, there were 215,088,545 Americans (representing 71.4% of the US population) online. Of that segment, 48% (about 103,242,502) were online “Spectators” (including those who read blogs) in 2007 according to “Groundswell: Winning in a World Transformed by Social Technologies.”

How does that data translate in terms of consumer-buying behavior? Recently, the Opinion Research Corporation released the results of a survey indicating that “nearly two-thirds (61%) of respondents reported consulting online reviews, blogs and other sources of online customer feedback before purchasing a new product or service, with search engines being the preferred method of conducting the research.” In addition, 83% of those surveyed said that online reviews and product evaluations had a direct impact on their purchasing decisions.

If you own a business and you want to stay “open” for business, you need to consider the implications of these trends. At one time, it was okay if your website was like the Sun – the center of your online universe. Today, your website needs to be more like Jupiter – massive in size – in terms of its online pervasiveness…with its multiple moons representing different facets of social media, including blogs. And Jupiter’s super-strong magnetic field would represent your search engine optimization (SEO) efforts and your website’s interactive elements.

So what or who now holds the distinction of representing the Sun – the center of your universe? Your existing and prospective customers, of course.

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Staying on top of the evolving social sphere, increasing internal mindshare, putting out fires, and managing information overload are just some of the challenges we face as marketers. As a result, it can be a struggle to maintain a sharp focus on priorities, make quick decisions that are effective, and strategically prepare for the future.

Here are five “overarching” principles that will help guide you in your efforts to focus, plan, prioritize, justify, and make rapid-fire decisions about all your marketing endeavors.

1. Map your marketing plan directly to your organization’s mission and business plan goals – This principle is #1 for a reason: It will insure that you’re always on the right track. It will also help you focus and prioritize.

2. Maintain a customer-centric focus in everything you do – If an idea, program, or strategy is not “customer-centric,” then scrap it. A “customer-centric” focus is one that is based on customer beliefs, wants, behaviors, needs, desires, feedback, conversation, etc. Note: Be sure to include a definition of your “customer” (which can include existing, prospective and former customers) in your marketing plan – even though this might seem like common knowledge within your organization.

3. Make data-based decisions – Don’t make decisions without data, if possible. Data-based decisions provide much-needed validation and justification, and require less time for deliberation. “Data” in this case can mean anything ranging from an industry research report, marketing book or blog, and program analysis to pinging a colleague or committee for feedback and surveying your customer base.

4. Measure and track programs – Executing a program without knowing the results is like throwing budget dollars into the wind. Setting up a mechanism for measuring and tracking programs may take extra time up front, but the payoff is invaluable. In the end, your new process will save you a great deal of time and spare you from guesswork when making decisions. Also, knowing the results of your programs is a key factor for determining ROI – which, in turn, will help you effectively plan your budget. By analyzing your results you can also better plan for the upcoming year. Note: Be sure to establish a “baseline” metric before launching any new programs and initiatives.

5. Make it a habit to ask “Why?” – Don’t be afraid to ask “Why?” and ask it often. This will open new channels of communication, windows of opportunity, and access to interesting and valuable information. Some of your biggest surprises and insights will come from asking this tiny question – whether to yourself or others.

NOTE: This post is based on my original response to a question on LinkedIn about “avoiding marketing mistakes.”

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Tag: customer-centric

5 guiding principles for marketers

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