Customer needs’ focus instead of shallow demand generation? Possible, with customer centric marketing

Customer centric marketing, addresses a desire that is already there. So, if we twist the logic around and look at it from another perspective, it could be that marketing is not there to manipulate you, but actually to serve you. It might serve the purpose of exposing you to options around things you already need and want. At least, that’s how I see it.

Think about all the times you looked at a billboard without really seeing it. But then, you are struggling with your taxes and feel overwhelmed, and you find yourself sitting in the S-Bahn in Berlin and bam! Taxfix billboard: you notice it because you need it. You desperately want someone to do your taxes for you at a fair price and you didn’t know something like that even existed... if it wasn’t for… Marketing! And yes, your friend that told you about Taxifix? Also marketing. (And no, this is not a sponsored content piece, but happy to have a chat @Taxfix 😘).

The same thing happens online. You are exposed to advertisements for things you are looking for, you want, or you need. This is even more true for Search Engine Advertising. Marketing could actually put you in the middle. Marketing is indeed about creating value and facilitating all your choices. Making your life easier. 

Customer centric marketing

Not all marketing is customer centric, unfortunately

Sure, not everyone adheres to this approach. There are more aggressive ways that do minimize people to consumers. And manipulation does exist in marketing. There is a beautiful book that explains some of the powerful practices of priming, called ‘Influence - The psychology of persuasion’ by Robert Cialdini. But, my humble opinion is that, in most cases, marketing is speaking to existing needs. Even if we are talking about immaterial things, such as status, self-perception and personal branding.

One thing is for sure: Marketing could be more about listening to what people want, instead of being about what companies want to sell. And I think that is also our purpose, as CMOs, Heads of, marketing experts and consultants. Because no one, better than us, knows what people want.

Trend setting and social adaptation instead of growth above everything? 

We have seen, it depends on the approach. Marketing has broadly been used for the sake of mere business. A step towards customer centric marketing is most probably a must for a brand that wants to grow. But what if we go even one step further? Why not adopt the very same marketing and branding concepts to promote new ideas for making money that also support the environment, social progress and society as a whole. Branding for Nature? Sounds ridiculous now, but it‘s already happening, only that instead of for the sake of defending it, to commodify it. 

Sure, as marketers we have to think about profitability and measurability. I mean, that’s one of the reasons why I ended up in performance marketing. That, and because I love numbers. Now, don‘t tell this to my High-school math teacher. He won‘t believe you!

But… let me start from the beginning… in the next episode!

I’m Greta, founder of Na-triarch Agency. Every piece you read here is written personally by me, blending my academic background in political science and economics with my personal life story and the best practices for data-driven paid media strategy.

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