How Does a Company Strategically Change from a Traditional Marketing Approach to Customer Targeted Marketing?

Area of Knowledge: Marketing

How does a company strategically change from a traditional marketing approach to customer targeted marketing?

As Vice President of Marketing, please explain to your sales team why it is necessary that your company change from a traditional marketing approach to customer targeted marketing. Also, explain how you will change your company from a traditional marketing approach to customer targeted marketing.

Since organizational change is always difficult, provide a rationale to your team for the need to change. Include a description of the most important differences between traditional marketing to customer targeted marketing, and explain why those differences are importance.

Introduction

In today’s economy the most valuable asset for business is their customer base. An important realization is the necessity to satisfy the dreams and desires of these customers in order to survive in these competitive markets. Companies that failed to act to the aforementioned realization have suffered a loss of their market share or even worse, total eradication. Therefore, in order to ensure that the customer remains at the core of their organizational thinking, business as a whole acted to develop appropriate universal customer focus strategies. With the advancement of information technology and the increasing difficulties to meet customer’s needs there is a shift from a traditional marketing approach to customer targeted marketing.

Customer Targeted Marketing

In the customer targeted marketing, the companies instead of focusing on the product itself, the customer becomes the central focus of the business strategy and activities. The businesses’ shift in what marketing requires for a company to build a commitment to quality and listen to the customer to determine the market needs and how the company can meet those needs more effectively. One of the major characteristics of the approach is to focus on each customer’s interests and interactions with the organization to deliver targeted, personal messages.

The Process of Transition

In order to strategically change from a traditional marketing approach to customer targeted marketing, an organization must be aware of these following areas: The organization must realize that their sole purpose is to continuously satisfy customers’ needs and wants. Thus, to ensure a smooth transition from a traditional marketing approach to customer targeted approach, an organization must reflect and ask itself questions as to what areas need to be analyzed and to understand the ramifications of such a transition in the organization. On the other hand, an organization needs to realize the negative consequences for not willing to be a more customer-focused marketing organization. Customer Targeted Planning. As in any organizational change initiative, proper planning is needed. The objective of planning customer marketing strategies is to find opportunities that will benefit the customer and the company. This requires the organization to see the issue(s) from the customers’ perspectives and to strategically plan the organization’s resources around them.

In short, the organization’s shift to customer-targeted marketing should embrace these three important points: 1. Planning should focus on customer wants and not looking inwardly at the company’s goals 2. Focus on the authentic suggestions through creating different channels of communications by listening to the customers, rather than forcing them to listen to the company. 3. Integrate your customers in every aspect of your business, from new product design to after sales services and more.

As the Vice President of Marketing

As the Vice President of Marketing, I will make certain that the team understands that it is necessary to shift the company’s marketing strategy from a traditional to a customer-centered approach in order to remain competitive in today’s global economy, where customer prioritization should be at the forefront of any meaningful business planning. At the planning stage, one should have an idea of who is going to buy the product or service, where, and at what price. In order to build businesses and brands, it is important for marketers to move from merely sending promotional emails to targeting and interacting with people who are actually ready to hear what the company has to offer. In line with this, there is always a need to emotionally connect with the customers, and having the technology to know which customers are most likely to respond to such a personal connection can be invaluable for