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 help determine the most effective way to communicate with those most likely to buy your product or service.

But, in all this, it is important to remember another important market segment: existing customers.

Besides convincing and persuading prospects to try your product or service, advertising and other communications methods can also serve to remind present users why they chose you, and validate that wise decision, helping to establish and maintain repeat use, loyalty, and satisfaction.

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