This article was based on the interview with Alice Eweida of Pandia Health by Greg Kihlström, AI & Marketing keynote speaker for The Agile Brand with Greg Kihlström podcast. Listen to the original episode here:
Customer-centric approach to growth marketing is essential for businesses looking to expand and thrive in today’s competitive marketplace. By focusing on the needs and preferences of their customers, companies can drive growth, increase customer loyalty, and ultimately improve their bottom line.
One key aspect of a customer-centric approach is understanding your audience. This involves conducting thorough research to identify who your customers are, what they want, and how they prefer to engage with your brand. By gaining insights into your target market, you can tailor your marketing strategies to meet their specific needs and preferences.
In the podcast interview, Alice Eweida of Pandia Health discusses a case study where they had to think differently about how to approach a specific customer segment – truckers. By recognizing that traditional marketing tactics like direct mail were not effective for this audience, they were able to pivot to mobile-optimized email and SMS campaigns, which proved to be more successful in reaching and engaging with truckers. This example highlights the importance of adapting your marketing strategies to fit the unique characteristics and behaviors of your target audience.
Another key aspect of a customer-centric approach is focusing on customer profitability and lifetime value. By understanding the value that each customer brings to your business and implementing strategies to increase customer lifetime value, businesses can drive sustainable growth and profitability. This involves building strong relationships with customers, providing exceptional customer service, and offering personalized experiences that keep customers coming back for more.
Eweida emphasizes the importance of securing access to the right data in order to effectively target and engage with customers. By incorporating marketing team input into the sales process and ensuring that customer agreements include provisions for data sharing, businesses can better understand their customers and deliver targeted marketing campaigns that drive results.
Overall, a customer-centric approach to growth marketing involves putting the customer at the center of all marketing efforts. By understanding customer needs, preferences, and behaviors, businesses can create personalized experiences that drive customer loyalty, increase profitability, and ultimately drive growth and success in the competitive marketplace.
