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What did you do this morning? Or, how buyer behavior should effect marketer behavior

This morning, when my alarm went off expectedly early, I woke up and read my email. (FYI: the secret to being a morning person when you aren’t a morning person is to set your alarm earlier than you wake up and snooze it repeatedly until you actually need to wake up. Tricks the mind. You can thank me later.) Because I’m most likely addicted to the internet, I simply can’t get my day started off right without laying there in bed and reading any emails that appeared during the night. Groupon? Hated it today but that doesn’t matter. Bloomies is having a sale on bedding (yes!) and Kate Spade has a new jewelery line. All those retail tidbits get tucked away for later. I’m totally buying this Kate Spade bangle tonight, but that’s a different story. Sometimes, my inbox contains work information, and then I know what to do right when I get to work. I can schedule my day based on any 4:30a email emergencies, or non-emergencies. Before my feet hit the floor out of my bed, I feel totally prepared for my day. I also have one more habit through the day. When I get home from work, I check the mail. I scowl at any bills, tuck away any coupons, get really excited about any invitations, flip through any catalogs. I look at each piece, evaluate it, and put it in the right place. Bills and coupons on their own fridge clip, invitations get an individual magnet, catalogs on the coffee table. There’s a system, people.

At this point, you are probably asking yourself, “Who cares? Seriously, MacKenzie…. You read your email on your phone before you ever get up? Weird.” However, as a marketer, you really should care. Am I your customer? Because Kate Spade and Anthropologie have me down to a science. Kate Spade finds me over email and on Facebook every morning. Anthropologie finds me by email and Facebook in the morning and catalogs at night (PS: If you are a girl and don’t get the Anthropologie catalog, sign up for one IMMEDIATELY. It’s like a pretty clothes explosion.) They have dialed into my buyer behavior and invested in the mediums — read: social media and direct mail — that are effective for their target audience. I doubt I will ever see an Anthropologie tv commercial. They only speak to me through direct communication, and it’s working.

The good news for marketers is that these mediums are relatively inexpensive, it’s easy to track your success, and a great way to speak directly to your customer. You can’t go to every prospect’s home and show them your perfect little bangle. But you can access them through their habits. Make those habits count. I have habits that include mass media channels, but the message isn’t tailored to my specific tastes. No one talks back to me, like they on a Facebook Wall or on Twitter. If you are ignoring these direct communication segments, then you are ignoring buyer behavior that very well may be critical to your success or failure. Make an investment in these mediums. (and, shameless plug, TaCito happens to be a good firm to go with. Just saying.)

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Comment by Ralph Paglia on December 2, 2010 at 1:23pm
I care... Because you are right. The marketing strategies used by the companies you identify are working.

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