Understanding & Motivation

Of all the marketing fundamentals, understanding your customer is arguably the most important.  If you get this wrong, just pack up your bags and go home.

Everyone’s instinct was, ‘yeah, if you find out their age and gender data, that’s fantastic.’ But what we learned is, it’s almost useless. It’s not what they tell you. It’s what they do.
— Todd Yellin, VP Product Innovation, Netflix

Before jumping into tactics, it's critical to ensure you know who your customers are. Not just the basic demographics, but what they are thinking, doing, and feeling. This knowledge will help define your messaging so it is meaningful and relevant to them. It will also help you define how to best deliver the message, which is critical in this age of overwhelming content exposure. Finally, when you know your customer, what to say, and where to say it, developing the marketing plan becomes a lot clearer.

There are many ways to understand your customer and we believe the chosen approach must fit the objective. Two of the most commonly used are a persona and decision journey. We often find that a short persona paired with a decision journey is the perfect combination to uncover the needed insights.

A consumer decision journey is a visual representations of the brand consideration and purchasing process. A persona is a visual representation of individuals within a target market.

 

decision journeys

Mapping your customers' product purchase journeys is key to knowing where, when, and how to market to them. The traditional marketing funnel is dead. Your customers have access to more information than ever before, and have increased mobility, resulting in well-informed consumers with high expectations. 

Each brand and target audience has a unique path to purchase, therefore we customize the development of each journey.  We study their emotions, actions, and thoughts before, during, and after the purchase.  Most important are the pivotal points, which are the behaviors within the journey that are critical to the brand purchase.  These pivotal points identify where you want to focus your marketing efforts.  How is your brand showing up at these points?

 

personas

A well-articulated persona will bring your target audience to life - you will understand and feel like you know this person. Depending on how much we need to know and how the persona will be applied, it may include components such as demographics, psychographics, attitudes and buying behavior.