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Why it’s important to consider customer types in marketing
Understanding your target audience is fundamental to a thriving business. In any field, it is essential to know your customers, their peculiarities, pain points and preferences. It is necessary to take a holistic approach to analysis. In addition to age and demographics, marketers should consider the fact that there are different types of customers. This approach allows you to create an effective strategy that will have a complex impact on the audience.
Experts distinguish several main types of customers. They differ in their behaviour and approach to the purchase decision. In addition, marketers take into account temperament and the way consumers perceive information.
The main customer types
Different customer types have their own preferences when it comes to choosing products. Understanding these categories will help you develop effective marketing and sales strategies. Here are the main types of customers you may encounter:
- The observer. This type of consumer looks at products but does not buy them. They may be interested in the company and visit the website. To get them to buy, you need to get their attention. Bright site design and non-standard promotional approaches can achieve this.
- Researcher. Consumers choose the best product based on features and value for money. For these consumers, it is important to provide arguments in favour of the company or a particular product. This can include customer reviews, detailed features, and descriptions of benefits.
- Fans of discounts and special offers. This type of customer likes to buy goods with discounts or special offers. They are quick to place an order but just as fast to cancel it. They need to see the benefit of the purchase, especially the low price.
- Impulsive shoppers. They make purchase decisions spontaneously and under the influence of emotions. Temporary promotions can help you capture their attention. It is important to provide full information about the product and its benefits.
Successful promotion strategy
Successful promotions need to take into account different customer types, including problem customers, such as insecure customers. These customers may be interested in buying but are often hesitant. To help such a customer make a final decision, it is necessary to provide them with as much information as possible and convincing arguments in favour of the purchase.
Some disappointed customers are looking for a replacement for an old product. This customer is no longer satisfied with the quality of the previous product. In this case, the company must convince the customer that its offer is better than that of its competitors.
When designing communication, it is also vital to consider the peculiarities of the customer’s temperament. Temperament determines how the consumer communicates with managers and the likelihood of conflict. In each case, an individual approach is needed to move the customer through the sales funnel effectively. Each person can be interacted with effectively if you take their personality into account. Therefore, marketers need to develop the right strategy based on the analysis of consumer behaviour.