Who is the Customer?


One distinctive feature of modern marketing is relationship marketing. Relationship marketing cannot occur when you are speaking to the masses or interacting with the crowd.   In its essence, relationship marketing evokes the bond of two people or entities getting to know each other and building a rapport over time because they are relevant to each other!

This brings us to the core of the issue of who is the customer that we want to interact with? That itself just leads to a plethora of other questions:

  • Where do we find this customer with whom we want to build a relationship?
  • What is her/his favourite online social media platform?
  • What is the preferred device and at what times is s/he regularly online?
  • What are the activities in which s/he engages on these platform and why?
  • What are his/her interests?
  • How do we connect with him/her?
  • How do we make him/her aware of us, grab his/her attention and hold his/her interest?
  • What can we offer him/her that is of value?
  • What compels this customer to action?


Answering the above questions requires insight to your own business, your competitors, the gaming industry and also the segment of clients that you are after.   Data is the major resource, but it is only when data is analysed for patterns that we can truly start getting valuable nuggets of insights about the habits and lifestyle of our customers. One very important point here is that patterns only make sense, if you are looking at certain amount of user traffic.

Once we have a clear picture of to whom we are speaking and what their interests are, we can start being more relevant. Being relevant is the equivalent of wearing your customer’s shoes and understanding why s/he likes certain content and discards other material. Another important aspect of relevancy is how difficult it is for the customer to take action. Sometimes failure to map all the steps the customer goes through in a specific campaign results in gaps which the customer cannot bridge and hence from a marketing perspective, you will end up with a much lower conversion rate because few customers (if any) will be able to navigate through! Relevant is not only about the interests (which topics are the hottest topics for the customers) but it needs to be taken in the context of the multi-channel experience – which channels are relevant at which points in time. Finally relevancy is intrinsically embedded within a time frame and therefore when an offer expires it is no longer of value….. Customers too change over time and we cannot avoid factoring this aspect.

In the past, marketing has often focused on whether relationships were being sought in the B-2-B or B-2-C sector. Maybe at this point in time, it is best to keep in mind that while we all wear different hats for our roles in different spheres of life, we are all humans and relationship marketing is simply human-to-human marketing.

At Accent Gaming Services, we can help you understand your customer. Starting out with your current analytics we will help you map out who your customer is. This will then lead to ideas, guides and tips on how and where to reach your target market with relevant messages. Contact our team of expert marketers today!

Accent Gaming Services Logo