In this case, companies can poll their visitors and ask questions that
aid in fleshing out a demographic.
When defining their customer base, companies should think about the following:
What type of customer not only spends the most money, but also is the most
profitable?
What group of customers comprises the majority of the business?
What do these customers have in common?
Defining people and businesses is largely the same activity. Profiling the ideal human customer
is remarkably the same as profiling the ideal business customer. They are both
categorized by their spending habits, sales cycle, favorite products, and more.
Defining desired demographics
Understanding your customer base as it stands provides a point of reference when outlining
the target audience of the upcoming ad campaign. Taking into account everything you
know about who is visiting the site and responding with sales or leads, ask hard questions
Regardless of how the current customer demographic is profiled, companies must
always continue to market to their existing customer base. It is much cheaper to
tempt a past customer to return for a second purchase than drum up new customers,
so every marketing budget must include provisions for gaining exposure to people
that have already proved some degree of loyalty.
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