Article

Daniel Durandt
Daniel Durandt 14 January 2016

Shaping Business And Customer Wants

Businesses should be aware of how they shape and manage customer wants

Progress always shapes the items we want and, yet, what we want shapes the path of progress for businesses. There’s a sweet spot between these two where the most successful businesses always come to fruition and they do this in two ways.

First, they fulfill a need customers want, then expand upon it. A good example of this is Facebook. It was not the first social network and it won’t be the last, but it is the most popular. This meant, at time of its creation, it had lost a major advantage: being first. But what the company did was maintain a unique focus on longterm goals, ignore short-term financial benefits and execute policies and ideas, then react to user yells.

By doing this, they distinguished themselves from the more static and less innovative networks before them. This is a key way they found success.

Second, businesses note customer wants then massage them into unique wants only they can provide. The best example of this was Apple’s iPod. Of course everyone wanted to listen to music on the go; mobile MP3 players were already around, but hardly popular.

The iPod’s key was streamlining: it made transfers easy, it made the controls easy and it made acquiring new music easy. This created a demand for simplicity that users didn’t know they could have.

This has shaped our wants and desires in terms of tech in numerous ways. A good example is how we consider cars. Right now, BMW, for example, is investing in ’AirTouch’ 3D gesture control. They demonstrated it recently and it’s technology that allows, says Mashable,

“users to adjust volume, access navigation and even answer a phone call without touching a single button — everything was controllable with in-air gestures.”

This might seem like a luxury upgrade but consider the importance of being able to control your car, without having to grab or look too far away from steering. After all, distractions are a key reason accidents occur. By helping reduce distractions, we better help customers - and thus create a want for customers.

In future then when you look for used BMW cars for sale, air gestures will be considered normal. This has happened with many of luxury additions: ABS brakes, airbags and so on. All became mandatory and you find these in second-hand cars today.

Businesses then should consider this when it comes to how they market- as these are ways we shape customer wants and desires.

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
How To Create Landing Pages That Convert

How To Create Landing Pages That Convert

Effective landing pages are often standalone web pages written with one specific goal in mind. This goal is usually conversions or getting readers to take a certain action. Knowing what action you want readers to take is helpful for turning them into customers. This article will explain the six essentials of creating a landing page that converts.

Eric Gordon
Eric Gordon 20 March 2017
Read more
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
12 Online Editing and Proofreading Tools Content Writers Should Know About

12 Online Editing and Proofreading Tools Content Writers Should Know About

If you've got great ideas to share, but your content is riddled with errors, you could lose the trust of your readers and your credibility. Get through this editing process quickly and painlessly, by enlisting the help of some online editing and proofreading tools, so you can get your error-free content out there and read.

Gloria Kopp
Gloria Kopp 22 March 2017
Read more
[Infographic] Why Email Is At The Heart Of Marketing Automation

[Infographic] Why Email Is At The Heart Of Marketing Automation

This infographic, based on Part 1 of our new report, looks at the role of email at the heart of marketing automation.

Natasha Farrell
Natasha Farrell 21 March 2017
Read more