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Are You Sure You Know Who Your Customer Is?

Are You Sure You Know Who Your Customer Is?

Harvard Business Review just ran a very good article on social listening– the process of monitoring ongoing social media conversations about your brand to discover what the public really thinks – and it includes an interesting discussion that centers on knowing who your customer is.

A company that sold mouthwash devoted themselves to listening to social media conversations about bad breath. Aside from the expected complaints and jokes, the researchers found a significant amount of commentary coming from parents who were seeking ways to help their children address bad breath issues. This revealed a new target audience to market to; in this instance a group of people who care for the people who were actually going to use the product.

Many times marketing efforts are directed at the end user of a product or service. However, there are times when it may be more effective or relevant to target someone who is in a relationship with or cares about that end user. The benefits these people perceive are often very different from the factors considered by the end user. For example, in the case of B2B software, the end user may be very interested in the fact the program is easy to use while the business owner who’s purchasing the software values the productivity tracking tools built into the system.

It’s important that you know the different audiences for your offerings, and what each audience finds appealing. It’s also good to understand the relationship between the parties involved: while parents are notorious for going above and beyond to give their children everything they want, an employer may be far more cost-conscious when making purchases for their team members to use.

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Cutting edge brands reportedly engage in social listening on a daily basis in real time; it may be more practical for the smaller business to devote time on a weekly basis. Social listening is a process; you want to identify conversations that are happening around areas of interest to your audience and spend time monitoring what’s going on without contributing to the conversation. Your job is to pay attention. Researchers track conversations in two ways: the first is the number of people talking about a given topic; the second is the context of the conversation. Understanding who is involved in the conversation and why they’re involved can take a little bit of time, but it is this type of inquiry that yields up the richest results. You may come away from this exercise bolstered in your confidence that you know who your customer is, or you may find new opportunities for your brand to explore.

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office