The marketer studies who usually buys the company’s product, or who can be created such a need. This helps to clearly get into the needs of a potential client. This is done with:
- surveys;
- conducting in-depth interviews – how to do this, we described in the article “How to understand what the client wants: we conduct an interview” ;
- analysis of data from web analytics systems about site visitors, profiles of your page subscribers;
- marketing research.
As a result, the marketer knows the gender, age, interests, and place of residence of a potential buyer. Typical questions and doubts that arise during the purchase process. What tasks the buyer plans to solve with the help of the product / service. Then, for each type of customer, you can create your own messages.
Drawing up a portrait of the buyer
The marketer collects information about the market in order to understand the volume of demand, price dynamics and promotion features. To do this, he uses statistical data from studies, niche publications or special services. For example, Data nyze:
An example of an overview of the mailing Australia Email List services market in Ukraine from Data nyze
The marketer also analyzes other players in order to understand how the business can stand out from their background:
Market and competitor analysis
- examines their offer – the product and its properties, pricing policy;
- follows their social networks and blogs;
- attends niche events;
- can act as a mystery shopper.
- In addition to the products of competitors, the marketer carefully analyzes his own. This helps to see in which direction the business should develop. To do this, the specialist conducts research and analysis – often in conjunction with other departments. Let’s briefly describe some of them.
- SWOT analysis , which we wrote about in a separate article . One of the most common and simple. Allows you to evaluate the activities of the company according to the following parameters:
- S (strength) – strengths;
- W (weakness) – weaknesses;
- O (opportunities) – opportunities;
- T (threats) – threats.
- SWOT analysis , which we wrote about in a separate article . One of the most common and simple. Allows you to evaluate the activities of the company according to the following parameters:
