To understand what marketing tool we should use to market our business we must first understand our customer and their world. Where do they source information when they are thinking about buying a product or service like ours? Who and what influences their purchasing decision? This requires some research.
Finding the most Effective Marketing Channel
Understanding your customer
To choose the most effective marketing tool it is worth taking the time to do research with your target customer and understand where they go and who they refer to when making a purchase decision. You are trying to understand their map of the world so you can understand where the best place to position yourself in that world is.
This workbook asks you the key questions that you can use to ask your customer about what marketing channels they use to source information. You want to understand their buyer behaviour so you can choose the channel that will influence them to buy YOUR product or service.