One great steal in the marketing industry is to build and maintain loyal customers. Doing so will create repeat customers as well as repeat sales.
What does it mean to have loyal customers? Customer loyalty includes customers who make routine repeat purchases, buy from both service and product lines, refer other consumers, and stand by the company’s side even though the competition’s pull is great. In order to have these wonderful traits from customers, marketers must know how customers behave, how customers think, what needs and demands the customers have, and how the customers chose to conduct their business with marketers.
In order to attain this customer based knowledge, marketers must do their homework. Marketers must research customers’ habits and behaviors. Marketers must also interpret and analyze the found data as to what drives consumers to purchase specific products and pushes them into one preference or another.
Marketing can also be looked at from yet a different angle. According to Deborah Athens, “Marketing requires the left brain to have the quantitative discipline to do the analysis, and the right brain to have for the broader ability to think outside the box.” Both halves of the brain must exist for marketers to have a successful strategy that utilizes both creativity as well as knowledge.
After researching the various traits of customers, marketers must next set out on the road to success. First, marketers should understand the industry and its strengths and weaknesses. Marketers must also develop a strategy that compensates for the customers. Then, marketers need to pen out a marketing plan and in turn execute that plan to further their success among their customers. In order for this idea to be successful, marketers must pay close attention to the marketing plan. When doing so, marketers are making sure the plan is staying en route and following though with its objectives.
Embarking on such a journey, marketers are taking a huge leap when reaching out to customers. They are driving blindly on a road that keeps changing and in order to stay on path, marketers must continually give their customers what is expected. If marketers do not continue to change and grow with their customers’ needs, they will quickly get lost in the ever-expanding world of marketing.