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The importance of user-centered marketing

June, 2018

Back in the day, marketing strategies used to focus on the product. The job of the marketer was to inform the potential customers of all the benefits and advantages of their merchandise. However, although cold calls and aggressive sales are still popular, the industry is finding new and innovative ways to lure clients into their businesses.

Thanks to the digital era, consumers are more empowered than ever. According to Adweek, 81% of shoppers extensively research products before buying them. Customers are no longer relying on salespeople to provide information, they are getting it themselves. This shift in power means that the result of marketing campaigns lies mostly in the customer’s hands. And that’s exactly why the user-centric approach is becoming so vital.

" A user-centric strategy consists in placing the customer at the heart of everything your company does. "

A user-centric strategy consists in placing the customer at the heart of everything your company does. Every process starts and ends with customer success in mind. This is more than just a mere strategy, it is an organizational culture.

The ultimate goal of a user-centric culture is to create an optimal customer experience. Your strategy should focus on addressing customer pain points and finding solutions to their unique needs, instead of just trying to close deals.

Brands like Amazon and Apple are clear examples of user-centric companies. Their main commitment lies in delivering genuine customer value and anticipating their needs. The true value doesn’t come from their products (although these shouldn’t be neglected either), it comes from their service.

All this user-centric philosophy might seem like a lot of work, compared to more traditional strategies. Nevertheless, all the effort pays off. Focusing on the client is a fool-proof way to develop loyalty with your customers. If buyers see that you genuinely care about them, they’ll feel more drawn to your company.

Young consumers are placing special value in companies that focus on customers. According to the American Marketing Association, user-centrism was the first quality millennials consider when giving their loyalty to a brand.

" Customer-centric companies are proven to be 60% more profitable than product-centric businesses. "

Moreover, if we add numbers to the mix, customer-centric companies are proven to be 60% more profitable than product-centric businesses.

The user-centric approach doesn’t happen overnight and it requires a series of strategies to implement it. There are many methods to achieve this culture and companies should choose the one that resonates with their brand the most. However, one of the best ways to start is through an inbound marketing approach. With this tactic, you will focus your efforts on naturally attracting customers to your business rather than going after them. Customizable experiences and products designed for specific lifestyles are other effective methods to cultivate user-centrism.

The days where marketers’ attention was only on themselves are over. The experiences your company creates should satisfy your customers right from the awareness stage through the post-purchase process. In general, the interest should be on them at all times if the objective is to develop long-term, profitable relationships.

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We use regular Malware Scanning.

Your personal information is contained behind secured networks and is only accessible by a limited number of persons who have special access rights to such systems, and are required to keep the information confidential. In addition, all sensitive/credit information you supply is encrypted via Secure Socket Layer (SSL) technology.

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We do not sell, trade, or otherwise transfer to outside parties your personally identifiable information.

Third party links

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Google

Google's advertising requirements can be summed up by Google's Advertising Principles. They are put in place to provide a positive experience for users.
https://support.google.com/adwordspolicy/answer/1316548?hl=en

We use Google AdSense Advertising on our website.

Google, as a third party vendor, uses cookies to serve ads on our site. Google's use of the DART cookie enables it to serve ads to our users based on their visit to our site and other sites on the Internet. Users may opt out of the use of the DART cookie by visiting the Google ad and content network privacy policy.

We have implemented the following:
• Google Display Network Impression Reporting
• Demographics and Interests Reporting

We along with third-party vendors, such as Google use first-party cookies (such as the Google Analytics cookies) and third-party cookies (such as the DoubleClick cookie) or other third-party identifiers together to compile data regarding user interactions with ad impressions, and other ad service functions as they relate to our website.

Opting out: Users can set preferences for how Google advertises to you using the Google Ad Settings page. Alternatively, you can opt out by visiting the Network Advertising initiative opt out page or permanently using the Google Analytics Opt Out Browser add on.

California Online Privacy Protection Act

CalOPPA is the first state law in the nation to require commercial websites and online services to post a privacy policy. The law's reach stretches well beyond California to require a person or company in the United States (and conceivably the world) that operates websites collecting personally identifiable information from California consumers to post a conspicuous privacy policy on its website stating exactly the information being collected and those individuals with whom it is being shared, and to comply with this policy. - See more at:
http://consumercal.org/california-online-privacy-protection-act-caloppa/#sthash.0FdRbT51.dpuf

According to CalOPPA we agree to the following:

Users can visit our site anonymously
Once this privacy policy is created, we will add a link to it on our home page, or as a minimum on the first significant page after entering our website.
Our Privacy Policy link includes the word 'Privacy', and can be easily be found on the page specified above.

Users will be notified of any privacy policy changes: • On our Privacy Policy Page Users are able to change their personal information: • By emailing us

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We honor do not track signals and do not track, plant cookies, or use advertising when a Do Not Track (DNT) browser mechanism is in place.

Does our site allow third party behavioral tracking?
It's also important to note that we allow third party behavioral tracking

COPPA (Children Online Privacy Protection Act)

When it comes to the collection of personal information from children under 13, the Children's Online Privacy Protection Act (COPPA) puts parents in control. The Federal Trade Commission, the nation's consumer protection agency, enforces the COPPA Rule, which spells out what operators of websites and online services must do to protect children's privacy and safety online.

We do not specifically market to children under 13.

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If at any time you would like to unsubscribe from receiving future emails, you can email us at
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Contacting Us

If there are any questions regarding this privacy policy you may contact us using the information below.

www.121corp.com
7315 Winsconsin Avenue, Suite 400 W
Bethesda, MD 20814
USA
privacidad@121corp.com

Last Edited on May 25, 2018