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Monday, 29 April 2013 10:06

Brands should think like their customers to ensure marketing success

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Brands can be more sure of email marketing success if they start thinking like their customers, one expert has claimed.

Writing for entrepreneur.com, business blogger Ann Handley explained that brands would be wise to think like their customers if they are to see any valuable returns on their email investment.

Handley boiled this sentiment down into three analogies, with the first being 'fish where the fish are'. The old adage, she claimed, can comfortably be applied to any online marketing platform, as it quite simply involves seeking out the best consumers for a particular brand.

Echoing a point made countless times before, Handley claimed that the wrong type of customers are useless to a brand, regardless of how high in number they may be. Instead, find out about the ideal customers and target the areas in which they are most likely to be found.

The second analogy was 'shoot where the pheasant will be', or the alternative offered by ice skating legend Wayne Gretzky, "skate to where the puck is going, not to where it has been". This methodology, she claims, will put brands ahead of the curve and ensure their marketing messages are there to answer any questions a consumer may have before they've even been posed, inagist.com reports.

Last of all, Handley referenced George Orwell's seminal fable 'Animal Farm', by claiming "all animals are equal, but some are more equal than others". This, she said, was to encourage businesses not to feel bad if they give some segments of their consumer base preference over others. Some people are unlikely to convert, whereas others are fully-fledged brand advocates ready to sing its praises, so it's natural to target these more readily.

"Not rocket science, certainly," Handley concluded, "but in an age when digital tools, platforms and apps are expanding at a rapid rate... it's worth mentioning."