How to close more deals with goal-based marketing?
Feb. 24, 2019, 11:24 a.m.
Any modern company accumulates information about its own customers, even the simplest purchases in commercial networks usually end in receiving a discount card and providing a postal address, contact phone or e-mail address. The personal data of clients open up wide opportunities for communication with them. Many large corporations are actively using these opportunities to gain additional profits from working with their client base, both in commercial activities and in maintenance.
Any marketing activity, as a rule, is directed to the existing or potential customers and is limited to financial and time frames. The campaign consists of an informational message that motivates the client to perform a specific action and a communication channel; The campaign is always addressed to the target audience or segment. The ideal campaign takes into account key events in the life of the client, the profile of the consumption of services or products, its behavioral features. Based on this information, the reason for the communication and the appropriate way of delivering the message should be chosen. In the context of Segment-Of-One marketing, the number of new offers must match the size of the customer base, and possibly exceed it, because, at different stages of the life cycle, the client may have different key needs.
Goals - based marketing is part of a broader marketing concept. In addition to concluding short-term transactions, the seller is interested in long-term relationships with its customers, distributors, dealers, and suppliers. The seller must build strong economic and public relations, promising high-quality goods, excellent service, and reasonable prices and constantly fulfilling the promise. The goals of marketing have undergone significant changes: from the desire to get the maximum profit from each individual transaction to create the most mutually beneficial relationships with consumers and other interested parties. Each company seeks to create a special asset called the marketing network. The marketing network consists of the company itself and the surrounding market participants. These participants include consumers, personnel, suppliers, distributors, retailers, advertising agencies. The company builds mutually beneficial business relations with them. It is not a competition between companies that are becoming increasingly important, but competition between marketing networks. The company with the most developed network will be the winner of the competition.