This week on M.A.D Series: Are You Targeting the Right Customer? One of the most common mistakes I see(within my clients) in marketing is, many businesses actually fail to identify "who" are their true customers. Many assume the "customer" is simply the one who pays, but in reality, it’s a much more complex relationship. Let’s break it down with a simple framework: USER – BUYER – PAYER – INFLUENCER Each role plays a unique part in the decision-making process. Let’s explore with some real-world examples: Toys: The user is a child, the buyer and payer are the parents, but the real influencer? That kid next door flaunting the latest toy! Example: KinderJoy - Their marketing connects with kids (users) even though parents are the ones actually paying. Perfumes: You might be the one purchasing, using, and paying for it, but if the person next to you gives you a weird look, you might rethink your choice! Example: AXE - Their ads focus less on the user and more on how others (influencers) react to the scent. Cooking Oil: The whole family consumes it, and while you may pay for it, if your cook or partner dislikes it, mealtime could get tricky! Example: GoldWinner and MR.GOLD oil- Their ads specifically target housewives, knowing they are the key influencers. Why Does This Matter? Many businesses waste time and money marketing to the wrong audience, wondering why their campaigns flop. Understanding this framework helps you: 1)Choose the right marketing channels 2)Target key decision-makers 3)Boost conversion rates and customer satisfaction Are you focusing only on the payer while ignoring the influencer? Well now you know whom to target..! Happy Marketing..! 😊🙏🏽