The American Marketing Association has defined marketing as “the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.”. This is a thorough definition of the term but also seems a little dry.
For Intrinsic Advantage, marketing has always been about having a conversation with your prospects and customers. A conversation implies that it is a two way process and so responding to customers and satisfying their needs is paramount.
In the Middle East, the human aspects of doing business is very important. Time is needed to build up relationships so that trust can be established. In a traditional “bricks and mortar” business this is easily done by visiting and spending time with your prospects, customers, and partners. With an online business, this can be more challenging as you will not physically meet with your clients. Instead you need to use the full capabilities of social media to ensure that you update your customers regularly and respond to their complaints and questions.
There are many challenges in this region and it is important to remember the personal touch even if you are operating an online business. You need to create an emotional connection with your clients as well as excellent customer services.This requires investments in tools, technologies but most importantly people.
Here at Intrinsic Advantage, we advise organisations on how to keep the human touch for customer relationships.