Jeff Li's Blog

“Good marketing makes the company look smart. Great marketing makes the customer feel smart.” — Joe Chernov

Pre-internet age, people make their purchase decisions largely based on the information they receive from advertisements, such as billboards, T.V ads and radio ads. That is no longer the case. People have seen and heard enough from fraud companies trying to sell them with products that have less than desired qualities. Today, with the booming of internet review sites, customers make many of their purchase decisions based on the new form of “word of mouth”. Thus, spending thousands of dollars on traditional marketing campaign is no longer that useful. Instead companies should try to humanize their brand and build a strong relationship with their customers. Today’s marketing campaign should focus on how to attract more loyal customers.

Then how? What is the the key factor that allows companies today to attract loyal customers? I believe it’s the customer education. You want to educate your customers in away that you create an identity. You want to educate your customers to associate your brand and products not just their face value but also a form of identity. For example, in many ways using Apple products will differentiate yourself from the rest. Only this way you can build your loyal customer group.