Today a marketer must be familiar with customer’s processes and understand the functional, rational and emotional needs customer has.
Understanding the customer’s whole decision-making path and building your marketing communications on it will secure your long-term success.Observation, interviews, research and utilising the customer data you have are all necessary tools for this.
The biggest competitive advantage will be the company’s own customer data. That combined with the information available on the market enables a marketer to use predictive models.Understanding your customer no longer means looking in the rear-view mirror only. Instead, predictive models enable a marketer to predict future behaviour and needs of an individual customer.This will improve the return on marketing investment dramatically.