The Secret Ingredient for Effective Marketing

by Sonja van den Bosch

The Secret Ingredient for Effective Marketing

To make marketing work in your business you don’t need to spend a ton of money on advertising or other expensive marketing gimmicks. Nowadays, more and more businesses recognise that marketing results come from being 100% customer-centric.

Being customer-centric means placing the customer in the centre of all decisions, creating a sustained competitive advantage.

Customer-centric marketing drives:

  1. Real customer value and the best customer experience.
  2. Long term, valuable, quality customer relationships.

To do this, businesses focus their marketing efforts on satisfying their customer’s present and future needs.

empowered-customer-1At the heart of it, these businesses know there is no ‘average’ customer. They use empathy-based customer research to step into their customer’s shoes and dig deep into how they perceive and experience the world around them. They uncover not only their customer’s current needs, but are able to anticipate future needs and behaviours and design solutions, products and services that provide real long-term value to their customers.

Being truly customer-centric means your marketing will attract and retain your ideal customers, thus creating a solid position in the market.

It is no wonder organisations such as Amazon and Apple are renowned for being customer-centric. In the words of Amazon founder and CEO, Jeff Bezos:

“We see our customers as invited guests to a party, and we are the hosts. It’s our job every day to make every important aspect of the customer experience a little bit better”

In a climate where almost every industry is being disrupted, becoming customer-centric is critical for your ongoing business success.

We’ve put together an infographic about 5 ways to create a customer-centric marketing strategy:


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Inspirational marketing is about being true to yourself, being aligned with your core values and doing something you truly believe in and are passionate about. It is about creating meaningful relationships with everyone you encounter. It is about thoughts from the heart.

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