Customer Centric Marketing Campaigns

Companies that want to turn their customers into brand advocates have to add value to every touchpoint of their customers’ buying, and should constantly address their needs.

One way to achieve that is by creating a customer-centric marketing campaign that prioritizes the needs of customers during every interaction they have with a business.

Customer-centric marketing campaigns ensure that every customer is satisfied with the products or services they purchase.

This satisfaction helps keep customers loyal to a brand and might encourage them to tell other people about it. To create these types of campaigns, companies first have to identify the way their audiences connect with them.

They also have to identify the value they provide through every channel, and how the customer experience can be improved on all those channels.

Target Audience

To create customer-centric marketing campaigns, companies first have to learn more about their customers.

This can be achieved by conducting surveys to ask the audience about the quality of the services or products a business provides, how they can be improved, and how the customers interact with the business.

Businesses can also have one on one interviews with any former or current customers, to ask questions about the experience they had with the business, why they choose to be loyal, or even why they decided to leave.

Data analytics tools and social media monitoring can also help companies learn more about their target audiences, what customers are saying, and the general thoughts that the target audience has about businesses.


To ensure the success of any new marketing campaign, it’s important for companies to get the support of all their senior leaders.

When a senior leader prioritizes the target audience at every interaction and channel, it encourages everyone else at the business to do the same thing.

By hosting regular meetings that educate everyone in a leadership position inside a business on customer-centric marketing campaigns, companies can get everyone on board and develop new ways to promote themselves.

Customer Interaction

Both potential and current customers can find themselves interacting with a business at any stage of their buying journey, which is why it’s important for companies to create valuable interactions at every touchpoint.

Whether the customers interact with the business through social media platforms, email, websites, or phone calls, every one of those touchpoints should be valuable and engaging to the customers.


With tools and technology constantly changing the way audiences interact with brands, the buying journey isn’t as linear as it used to be.

That’s why companies have to always stay on top of the changing buying journey by adopting a customer-centric marketing approach.

This adds value to both the lives of customers and to the information the company has on those customers. This can help build stronger relationships with them, and turn customers into long-term brand advocates.

Matthew Caiola serves as Co-CEO at 5W Public Relations, managing the overall growth, direction and day-to-day business of the Corporate & Technology Communications Divisions and Digital Marketing.

With more than 17 years of PR experience, Matthew leads teams in launching and building high-growth tech companies, disrupting industries, building global brand resonance through thought leadership, C-Suite profiling, and speakers’ programs, as well as crisis communications across a variety of industries.