Consumers are often misunderstood by brands with regards to how they think and feel about a certain product or service. What the company thinks that a consumer likes might turn out to be the exact opposite of what the consumers really expect. That’s why understanding the market is very important
Channels versus Touchpoints
The difference between the two is often interchanged and misinterpreted. Channels are how the company view and understand the consumers. In addition, channels show how the consumers view the brand and what their intentions are upon seeing it. On the other hand, touchpoints are more of how the consumer engage the brand. For example, Facebook Fan Page is an online channel to improve the brand’s online presence while comments, likes, and chat is a touchpoint.
It is necessary to know where the consumers are coming from. It is not only about where the brand can go to in order to increase the bottom line. One of the key factors is to understand the consumer’s current status.
- What is the current situation?
- What are their needs and demands?
- How can the brand deliver those needs?
- How can the brand be of importance to their needs?
It should always be a two-way approach. A particular brand may be able to acquire first time visitors or buyers but it doesn't necessarily result to a loyal one. The very reason is that a particular consumer may have tried the product or service out of curiosity but realized that it is not really what he needs. As a result, a one-time transaction was made. The downside of it is that it may go viral. Why? Because a consumer who bought that product may tell an acquaintance of the same interest that it is not what he needs which is a loss of a prospect buyer.
That’s why analysis of facts and statistical data gathered from consumers including their behavior is very important. It serves as a vaccine to those who carefully interpret, analyze, and make strategic decisions out of it but may turn out to be a poison bottle to those who do not thoroughly understand it.