Get Inside Your Customer’s Psyche

Implementing any type of marketing program requires an in-depth understanding of your customers’ wants and needs. However, before diving in with both feet, Elaine O’Gorman, vice president of strategy for Atlanta-based e-mail marketing services provider Silverpop, recommends taking into account the two psychological preferences that most impact your customers’ purchasing habits. She maintains these drivers can help explain buying patterns and the reasons behind the consumer decision-making process. Each has its own strengths on which a marketer can capitalize to achieve relevance with an audience.