Customer Behaviour 馃

audience strategy May 05, 2020

The most important element for the success of an advertising campaign is the audience we choose to show our products or services to. You may be selling the best coats in the world at the most competitive price on the planet, that if you offer it to a person who lives in a tropical area where the temperature does not drop below 30 degrees Celsius… good luck selling that (exaggerated but serves as an illustrative example).

Within the audiences themselves, one of the elements that most influence our strategies are their behavior. If a person goes from being shopaholic to become a minimalist, their buying habits will change radically (another exaggerated but also very illustrative example).

 If the habits of our clients change drastically, we will notice it the same way it is happening with the current economic situation. Of course, companies are no exception since they are made up of people and depend on the behavior of their own customers.

There is no magic pill that solves all the problems of all companies, but there is a tool that we can all use – strategical thinking. Therefore, we propose these crucial questions that can serve to better adapt our decisions and actions to the current and future situation.

  • How has the behavior of our target customers changed compared to before the crisis?
  • What are their priorities and needs today?
  • Am I using the same strategies and tactics now as before the crisis? Do I do it because they are reporting results or because I have not taken the time to adapt?
  • What will their priorities and needs be in the short, medium, and long term if this continues?
  • How can I adapt my product and service to their current priorities and needs to serve them better?
  • What changes do I have to make now in my products or services to be prepared in the short, medium, and long term?

Taking time to answer these questions once a month or at least once every quarter is recommended for every professional to always be up to date on how to better serve their clients.



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