When it comes to influencing a customer’s purchasing decision, these days, the latest driver has been customer experience instead of product or price, as it used to be just a few years ago. According to research, companies that focus on their consumers and customer experiences are a lot more profitable compared to those that don’t.

Most marketers understand that constantly pushing products or services without showing consumers a clear value proposition doesn’t generally result in long-term benefits or any significant results.

This is why having a strong customer-driven marketing strategy is so important for businesses looking to increase their bottom line.

By incorporating customer-driven strategies, companies can align all of their marketing, support, and sales strategies, and develop more trust and loyalty with the target audience.

These types of marketing strategies allow a company to focus on meeting its customers’ needs in personalized ways, and it also helps businesses optimize their marketing ROI.

When companies are able to identify and target customers that have a higher long-term value to the business, they’ll be able to strengthen those relationships simply by creating solutions that will fit those consumers’ needs.

With the help of a strong consumer-driven marketing campaign, companies can enjoy plenty of other benefits such as being able to segment and target customers a lot better.

These strategies also provide businesses with a lot of valuable data and generate more insights into the target audience.

Additionally, companies will be able to create a lot more meaningful value for the target audience, which means they’ll attract a lot more clients and prospects.

Target Audience

The first step in creating a strong customer-driven marketing strategy is to identify the target audience and anticipate the needs of those consumers. A helpful strategy to figure out those needs is to create buyer personas that help companies in personalizing marketing efforts. Utilizing data-driven research is key to understanding different aspects of a target audience, as well as figuring out what motivates those customers to make a purchase.

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Audience Segmentation

After identifying and researching the target audience, it’s important to segment it into different groups so that the company can improve its understanding of each segment. With the help of audience segmentation, companies can meet the consumers in the process of their buying decision, but to do that, companies have to do everything they can to truly understand the way the audience behaves and thinks.

Product Strategy and Product Market

After learning about the target audience and segmenting it, the company will have an easier time figuring out exactly the types of products or services that each segment needs. It’s then going to be even easier to create those products, as there’s already a gap in the market that the company is able to fill. This way, the company can also highlights its value proposition to the consumers, and gives the business a competitive market advantage.

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Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 175 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, and a 2020 Top Crisis Communications Professional by Business Insider. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, was named to PR Week's "40 under Forty" list, is a contributing columnist for Forbes and the New York Observer, and his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations" is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities.