CMOs, Don’t Disregard Your Core Customer Base

By: Hope Richards, Media Director, Media+

In today’s fast-paced world of advertising, it’s important to stay ahead of the curve and adapt to new technologies, customer preferences and behaviors of younger generations like Gen Z, but it’s equally important not to neglect your core customer base while doing so. Your core customers are those who have consistently supported you, who have a deep understanding of your brand, and who are most likely to be loyal brand ambassadors. While there are common threads between the characteristics of younger audiences and more mature audiences, they often require different strategies to reach and engage them. As marketers plan for 2024, here are five tips for maintaining a strong core customer base:

  1. Prioritize excellent customer service: Your customer service and social teams must act quickly, responding in a prompt manner to inquiries, concerns, and resolving those issues effectively. To do this, it’s important to maintain a strong organic presence across email marketing, social channels and others, and implement a two-way customer feedback loop so no customer communications fall on deaf ears.
  2. Personalized customer experiences are key: One of the most effective ways to engage with your core customer base is to communicate with them regularly. However, you should take this one step further and use data-driven insights to personalize those customer communications and experiences. Leverage email marketing campaigns and social media to keep them updated with the latest news, offers, and product releases. Keep your communications informative and engaging and encourage two-way dialogue. This will help to build and maintain a relationship based on trust and mutual understanding.
  3. Ensure your branding is consistent across all touchpoints: Consistency is key to successful branding. The brands who maintain a consistent brand identity and experience across all touchpoints beyond just the product, from your digital presence to in store, are the ones that develop the most trust with customers. Consistent branding helps people recognize and trust your brand time after time, creating a sense of familiarity and loyalty, which is most important to your core customers.  
  4. Stay one step ahead of the competition: Competition is fierce within most industries so in order to maintain your brand loyalty with your customer base, you must keep a close eye on your competitors – how they communicate with customers, their branding, marketing efforts, the products and services they offer etc. – and stay ahead by offering unique value propositions that set your business apart. 

In the end, neglecting this vital group of customers could have negative consequences for your business. To avoid this situation, it’s essential to showcase your understanding of your core customer base, communicate with them regularly, and ensure that your marketing efforts are both consistent as well as personalized to them. By doing this, you will be building a sustainable business model that prioritizes both short-term gains and long-term growth.

For more on reaching the Gen Z audience, see our blog post here.

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