An explanation of customer driven marketing techniques

The marketing strategy that is used for customer driven marketing techniques is strategic marketing. This marketing technique focuses on what the customer actually wants and needs, rather than on what the company wants to sell. In employing this strategy companies will not pursue anything until it passes the test of consumer research. The system that is used in customer driven marketing research is known as Solution, Information, Value, Access (SIVA).

Here is a breakdown of the four elements of SIVA.
 Solution - how appropriate is the solution to the customers problem or need
 Information - does the customer know about the solution, and if so how, who from, do they know enough to let them make a buying decision
 Value - does the customer know what it will cost, the value of the transaction, what the benefits of buying the product are, what they will get for buying the product (reward), and will they have to make any sacrifices if they buy the product and if they do what will they have to sacrifice
 Access - where can the customer find the solution, where will the product be located for them to buy, can they get the product easily, if it is being shipped how long will it take to reach the customer, etc

Here are some tips that could be useful for customer driven marketing techniques.

Tip one:
Place ads on websites that your target customers frequently visit. This would involve buying ad space from other people who have designed websites that your target customers would visit. But before you can even get this far you will have to figure out who your target customers are. If you are looking to target young adults for your target customers a great place to purchase ad space is from websites such as MySpace or dating websites. By placing ads on websites that your target customers visit frequently you are increasing the exposure of your company and you are increasing your chances that your target customers will click on your ad and visit your website.

Tip two:
On your website you should provide useful content for your customers. By providing useful information and having a well designed site you can inspire confidence with your customers. Also make sure that your website is user friendly. There is nothing worse then going to a website that feeds its customers a lot of useless information and then is extremely hard to navigate through. By keeping you website simple and to the point you are helping to keep your customers happy which will increase the chances of them returning.

Tip three:
Pay per click advertising is a great form of marketing to use. This method is also cost effective because you decide on the amount you want to spend each month on advertising and on bidding for key words or phrases, once you have reached that amount the company will take off your website until the following month. One of the best features about this kind of advertising is that you only pay when your ad has been clicked.

Tip four:
Choose a domain name that refers to your company or the products and/or services that your company offers. The domain name might or might not have anything to do with search engine placement but by having a name that relates to your company it will be easier for your customers to recall the website.

You should notice that all of these tips are being directed at the customer and are being used to draw the customer to your website so that you can get their business. There are other techniques that are aimed at the customer, such as direct mailing, email marketing, and surveys that will also aid you in determining what it is that the customer wants and needs.

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