The 3 C's are popular for building a strategic marketing campaign. It involves three variables to build a marketing strategy- these are dynamic and depend on each other. The 3 C's of Marketing involves-
- Customer
- Company
- Competitors
The 3 C's form a strategic triangle when integrated. For example, customers have different needs and problems, the company finds out solutions and offers products and services accordingly. To fulfil the customers need, the company offers the product and services from its competitors. These build an integrated relation between 3 C's and focuses on marketing strategy.
Customers
Customers are an important part of any business. If your customers are loyal, it makes it difficult for your competitor to steal your customers. On the other side, if your customers are not loyal, it makes it difficult for you to hold the customers. When doing customers analysis keep the following question in mind-
- Is your customer persona perfect?
- How many customers do you have at present?
- Why the customer buys your products?
- Are they looking for improvement in products or services?
- Which customers are more valuable for your company?
Use a detailed survey to get an answer to your questions. Create pie diagrams, charts, graphs, and a variety of reports to analyse customer behaviour.
Competitors
Customers have many options to buy the product or services from various companies. Always prepare valuable propositions to compete against your competitors. Ask the following questions while doing competitors analysis-
- Does the customer buy from only you or from your competitor too?
- What are the goals of your competitors?
- Do they value more to the customers?
- Who are the competitors in your industry?
Conduct research and gather information to analyse your competitor. Use their websites, annual reports, social media platforms, and utilize the sales force to analyse the competitor's information.
Company
Marketing is all about branding. Start with defining the company's vision and build a brand that represents it. That built trust among your customer and make people understand who you are and what to except you, making you feel more confident. Making your company stand out from competitors and reach your targetted audience. Having strong values and vision for the company is important to make sure marketing is done the same way every time.
Additional C's of Marketing
These are additional C's to build a better marketing strategy-
Compelling
From a marketing point of view, compelling means to capture your audience's attention. How to do that? With the period to attract customers with your valuable content is shorter, it is important to understand what your audience is interested in and offer them a reason to notice you. If your content is not that good or not noticed- it's a red flag. Here are some tips to fix it-
- Analyse your campaigns and dig deeper into marketing metrics
- Evaluate how little have you achieved your goal
- Collect data, and solve the problems where you have been wrong
- Keeping testing with different strategies and find the best suitable one.
Consistent
Consistency is key to build trust and brand awareness among your audience. You can't expect overnight results, and don't expect 1k followers in a day after posting an article on any social media platform.
Conclusion
For B2B companies competing in today's digital world is challenging. The customer may seem moving, constantly changing buyers, and showing a diverse range of behaviours. The three C's of marketing can help to build a marketing strategy.