Strategic Question #8: Are You Targeting the Relational or Transactional Customer With Your Marketing Message?

By Tom Wanek, Wizard of Ads Partner

(This post is a continuation of our detailed look into the 13 strategic marketing questions that every marketer must answer.)

Are you targeting the relational or transactional customer with your marketing message?

Generally speaking, your customer will fall into one of two camps: relational or transactional. And you must decide which of the two you are planning to target with your marketing message.

Keep in mind that a customer can be a relational shopper in one product category and a transactional shopper in yet another. For example, anyone who knows me can tell you that I am a relational shopper when it comes to buying clothing, computers and electronics. Yet, I do a one-eighty and become transactional when shopping for cars, gasoline and furniture.

So which are you targeting with your marketing efforts? Need a little help deciding?

No problem. Let’s take a deeper look at the characteristics of each type of customer.

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