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In the race to have the best website with the most trafficked marketing channels and the best ROI, many businesses forget what is ultimately at the heart of their business - the consumer. Keeping the consumer at the center of the marketing strategy with smart consumer marketing can ultimately help drive business. The consumer's persona, journey and experience should be what influences a business' marketing efforts.
One way to master consumer marketing is through context. This comes down to knowing and understanding a buyer at any point in the sales cycle - the who, what, where, when and why the consumer wants to purchase. Zero Moment marketing focuses on delivering a business' message to a shopper when they are ready to buy with the appropriate messaging.
Another oft-misunderstood way to get Zero Moment customers via consumer marketing is through engaging content. The context mentioned above is what should influence this content so that clients are seeing the correct message at the correct time for maximum impact.
An aligned set of data-driven messages gathered through well-designed technology that connects across a business' whole organization can ultimately stop any confusing mixed messages that can arise from multi-channel consumer marketing. An enterprise has to, in a way, behave as the customer might expect them to and deliver a consistent experience that goes with both the consumer experience and the business' messaging.
Finally, making something easy to buy seems like a no-brainer. But in industries such as automotive, it becomes tough to convince a shopper with a preconceived notion about the buying process that the experience will be better than what they expect. If a business can anticipate a buyer's needs and make it easy and fast to purchase, convenience will ultimately win over a new client.
There are a number of ways to market, but ultimately putting the consumer at the center of the marketing will be what drives results and loyalty from shoppers. What are some ways you all can think of to help put customers at the center of marketing efforts?