Valuable Insights on How To Succeed in Marketing

What kind of understanding do we exactly need to guarantee successful marketing outcomes? Insights are defined as viewpoints obtained through digging in customers potential requirements, which are similar, but not same, as market research. Knowing your customers doesn’t mean that you can persuade them to purchase your products. This article attempts to offer some guidance to marketers and related professionals by suggesting four insights from classical cases studies.

I. Regard users’ demands as a marketing priority and key customers as the brand ambassadors.
In an era of explosion of information, while informed and updated by others sources of guidance, users also develop their own independent voice. A marketer shouldn’t have prejudice towards users and should respect differing opinions. A good understanding of customers will facilitate you to come close to their life and meanwhile enable them to approach your products. In other words, positive consideration + active guidance=successful emotional appeals.

II. Make full use of a result-oriented strategy. Everyone is afraid of facing negative results, as it noticeably means loosing possessions of something or a decline in previous positive records. For example, you suddenly encounter with the one you love just before you are supposed to get married. Then you start dating with the new flame, only to find out your ex is your true love, who, however, has already got past you and moved on. Marketers can make full use of this psychic reaction and convert it to a marketing strategy, namely result-oriented strategy. The value of a determined product is not represented much by its advantages, but more by the disadvantages that come without it.
III. Reach consensus. In order to get closer to users you need to resonate like one. Sometimes users don’t want to speak out their mind, therefore it’s advisable for you to indulge their confidentiality; sometimes users need you to be their spokesman and voice their sensitive thoughts; other times users wish you to speak without reservation. All the above circumstances come to a common purpose: for resonating with your customers, you need first to assess corresponding countermeasures. Emotional resonance is pivotal for any further marketing step you will take.

IV. Find your concrete competitor. In the 1980s, Coca-cola was suffering from the most fierce competition due to high customers satisfaction with Pepsi Cola; hence, senior managers set Pepsi Cola as their top one rival and went to great lengths to compete with it. However, once Robert Goizueta, former CEO of Coca-cola, contrived such a plan, he immediately called it off and redirected their efforts. In the new scheme, their new rival was not Pepsi Cola or any other beverage brands; quite the reverse, they laid attention on customers’ demand. Whenever people want to drink something, they aimed at the fact that Coca-cola would be customers’ first choice, which represents the real POS (Point of Sale) of the company.

Nothing can be standing in your way towards success, except restrictions within your mind-set. Likewise, not all marketing methods can lead to satisfactory results, but taking into account powerful insights will likely increase the chances of success.