News & Opinions
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Do You REALLY Know Your Customers?
Stephanie Walden / Mashable / November 25, 2013
Know your audience: it’s basic marketing 101. (In fact, it’s probably the first lesson of the first class.) Who is buying or utilizing your product, service or platform? Even businesses that don’t meticulously record this information are at least aware of their customer base — it’s simply common sense.
Take, for example, the following scenario: Your brand is a high-end line of women’s footwear with locations throughout Southern California. You know which basic demographics to target: women between 25-45, within a specific income bracket, living in certain zip codes or neighborhoods. These demographics influence a huge number of decisions, from inventory and store decor, to staff selections, to marketing tactics, promotions and local advertising.
Now let’s apply this same philosophy to an ecommerce site. In the brick-and-mortar example, it may be difficult to monitor and record every single customer who walks through the door, but you’ll have an idea of your typical customer just based on observation. You’ll want to pay attention to your online customer base or audience in the same way. The beauty of the Internet is that much more information — zip code, age, gender, language, time zone and more — can be tracked and utilized.