Marketing basics boiled down to memes.
When developing marketing communications plans, most of the thinking—whether strategic, creative, or media—involves the prospect. The target audience is identified, analyzed, and prioritized to determine the most effective way to communicate with those most likely to buy your product or service.
But, it is important to remember another valuable market segment: current customers.
Besides convincing and persuading prospects to try your product or service, marketing can and should also serve to remind present users why they chose you. Doing so validates their initial decision, and helps establish and maintain repeated use, loyalty, and satisfaction.
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