I’ll warn you, it is about B2C markets. In B2B, though, the same people work, but there are a few other questions being asked.
This article is a continuation of the foundation described in the article on the future of marketing .
So, the very first questions that a marketer needs to ask themselves before they can create a strategy and understand in general the starting point of a company’s movement.
- What market are we in?
- Who is our consumer?
- What do we sell?
1. What market are we in?
It is important to understand the difference between industry and market.
Where they produce – the industry.
Where consumed – the market. (The answer is in the mind of the consumer).
Phone / smartphone has long been sold not only as a means of communication with other people, but also like:
- photography facility;
- tool for reading books and watching movies;
- means for making electronic payments;
This means that the smartphone is a competitor of cameras and paper books. At least in some partial segments that exclude professional photographers and snobs.
It is also important to understand that the modern market is a market with huge number of intersections. When you buy a banana, Sneakers suffers from this, when you switch to sneakers, like regular shoes, where one shoemaker is sad, and a gradual increase in Dota players may soon lead to a lower player’s salary. Now it is difficult to surprise people, and therefore a serious reconquest of markets takes place only at the level of creating a new microculture. Look at the worlds of fantasy, fantasy, computer games – how much human attention is there and how much energy is soaked into these cultures. It is these worlds and myths that the marketer needs to create. It may seem difficult to do in the service industry or manufacturing goods, but this is really only from lack of imagination and excitement. Why? Because, that a person has certain ideal ideas, both about material things and abstract ones: the state, international politics, the social security system, etc. These are his ideas and the most true cut of his personality. And therefore, it is necessary to present the most detailed, to know our consumer.
2. Who is our consumer?
I think it is obvious that a person completely forms all the information entering into her up to 20-25 years old, and the more emotionally she is impregnated, the more she influences. Someone in his childhood watched “Three Musketeers”, someone “Brigade”, and someone “Harry Potter”. Any films, books and works leave a very important emotional coloring in the child’s psyche, often for life. If you talk to such an adult with exceptional terms from such productions, he will understand, he will remember, he will want to play. And here, indifference to any target audience is very important. We create a fairy tale – and its only condition – it should be exciting and interesting. Someone can say that there are “guys” who do not play mythical games. But I know that absolutely everyone plays games, but not everyone is aware of this. Only rates change.
So, how do we see an x-ray of the soul of our consumer? Very simple. It is necessary to find out with the help of observation or conversation the ideal ideas of a person about a variety of things. This is especially interesting to do on the street, in a public place, when you become an unwitting listener to a conversation of a certain group of people. Often, two cues can be seen through a person. But socio-demographic characteristics do not work here. The variety of types of people in the same socio-demographic groups is simply colossal. For example, just remember your school class or student group. According to statistics, it is almost impossible for everyone to have the same interests.
So we need to find out who chooses us and by what criteria. Or, what needs to be done for us to be chosen by a certain group of people.
Next, we move on to the important division:
The choice is an intimate ideological process of consumer self-identification.
Purchase – technological design of this very choice.
I repeat, the choice – occurs when the utilitarian (practical) properties of the product are almost identical, or at least it is impossible to determine the differences by eye or by taste.
Ie in modern conditions – the choice happens every day. Do you really think that you run faster in Nike? Do you really think that Activia will give you health? But no matter what you think, it is important what you pay for. Competent marketing is stitched very deeply. You make the most important choice – the brain will already explain to you why.
And so, the marketer needs to understand with whom the consumer identifies himself? What does he want to be? What is his ideal image of himself? We are mental surgeons who must with cold indifference operate on the patient’s brain in order to give him happiness. Isn’t it cool?
Lenin said that religion is the opium of the people. But this is selective logic, since there are no people without any opium.
What is the consumer?
Yes, imagine, each of these 5 may be a different person. But for us the most important consumer is the one on whom the privilege of choosing a product.
Ie, if a child chooses an atraction, swing, then we think how to do it best for him. If parents choose a training program for a child, we think about what is important to them. It is always necessary to clearly understand yourself.
3. What do we sell?
By selling watches, in fact, you can sell:
- watches, as a subject that primarily shows the exact time;
- watches, as a status item, which shows belonging to a particular social group;
- watches as a subject of aesthetic pleasure.
In each of these cases, goods by functional properties are not very different, but in each of them different values are consumed.
It is important to imagine clearly what value our customer consumes. This thing is intangible, but it is she who influences the choice. Naturally, the questions that we sell and to whom are very connected and one follows from the other.
And having understood what questions need to be asked, you understand what to think here. And this is not a mathematics that can be studied – it is clear and predictable. And in man everything is both simple and difficult. It is necessary to interpose in a skull. And it is very interesting. We must not just think, we must model and feel the consumer.
Well, if you look at the scale, then since the times of the Old Testament little has changed. A person wants to be tempted and wants to succumb to temptation.