There are two contrasting approaches to marketing—customer centric and product centric. Product-centric marketing focuses on what's being sold; campaigns are organized by product. Currently, product-centric marketing dominates the marketing landscape. But customer-centric marketing, which begins with analyzing customer behavior and deciding which customers to target, is a powerful and underutilized alternative that is key to building customer loyalty.
Both approaches are useful. When a company introduces a new product or its warehouse is overflowing with inventory, marketers roll out product-centric direct marketing campaigns featuring those products. Customer-centric marketing is a newer skill with far fewer practitioners and a less well understood methodology, despite its many advantages. Here are the components of that methodology.
Targeting
If the focus is on the customer, the place to start is deciding which customers to target. The product-centric extreme is a “spray-and-pray” campaign targeting everyone with the same message and offer. More sophisticated segment targeting can be either product centric (find potential buyers for our new widgets) or customer centric (target customers who have recently visited our website).
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