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Don’t count the people you reach. Reach the people that count.


In the fast-paced world of marketing, it's easy to get caught up in chasing numbers and focusing on models and metrics rather than the true essence of our efforts: connecting with real people. In this blog, we explore the importance of shifting our mindset from quantity to quality, emphasising the value of genuine connections and a customer-centric approach. By understanding how people buy and adapting our strategies accordingly, we can create meaningful interactions, achieve desired behaviours, and drive tangible results.


The Pitfall of Quantity over Quality: Impressions, clicks, and views are undoubtedly essential metrics in today's data-driven marketing landscape. However, when we prioritise these numbers over forging real connections, we risk losing sight of the ultimate goal: delivering value to real people. It's easy to fall into the trap of thinking in isolated categories, pitting creativity against media, or traditional against digital. We must remember that in the real world, these aspects are interconnected, and our focus should be on reaching the right person, in the right place, at the right time, with the right message.


Shifting to a Customer-Centric Mindset: To achieve meaningful connections and drive desired behaviours, we need to shift our thinking to a customer-centric approach. This means understanding that people's path to purchase is not a linear, one-size-fits-all journey. The traditional path to purchase has evolved, and consumers can now make immediate purchases or face complexities that hold them back. To adapt, we must focus on people buying in the real world, rather than relying on assumptions or cookie-cutter marketing plans.


Uncovering the Truths: A great starting point is to gather a collaborative group and collectively explore and capture knowledge about how people buy within your category and for your brand. This process helps unveil implicit assumptions and reveals the gaps in our understanding. Key questions to ask include what we think we know, what we actually know, what we need to know, and how we can change behaviors effectively.


Steps Towards a Customer-Centric Approach:

  1. Map: Scrutinise and challenge the assumed path to purchase. Conduct real-world research to construct the actual path to purchase, leveraging existing data and buyers' insights. Ethnographic research can be particularly valuable when entering new markets.

  2. Construct: Utilise the real-world understanding gained to build customer journey paths that identify triggers and help potential buyers navigate complex choices. Uncover the critical touchpoints and decision-making moments.

  3. Scale: Apply this customer-centric approach to your brand communications strategy and execution. Ensure that messaging, channels, and experiences align with the insights gained from understanding how people buy.


The Power of a Customer-Centric Marketing Approach: By investing time and effort in a customer-centric marketing approach, brands have a unique opportunity to cut through the clutter and engage with their true target audience. Understanding and reacting to real-world purchase decisions allow brands to connect on a deeper level, building trust and loyalty. This approach enables brands to leapfrog the competition, make a significant impact, and drive action from their desired audience.



In a world saturated with marketing messages, it is crucial to prioritise quality over quantity. By adopting a customer-centric approach, understanding how people buy, and tailoring our strategies accordingly, we can create genuine connections and deliver value to real people. This shift in mindset allows us to break through the noise, build meaningful relationships, and drive desired behaviours. Let's refocus our efforts on connecting with real people and reap the rewards of a customer-centric marketing approach.

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