You can find this example and many others perfectly detailed in Klement's aforementioned book. As we can see, the key idea lies within the JTBD method . People acquire products or services to solve tasks, and therefore, identifying those tasks is essential for creating marketing experiences that connect with your buyers .
In fact, going even further, this is an ideal starting point for identifying potential buyers for our products or services. If you identify a buyer who has a task and your brand can fulfill it, you'll need to develop a direct association between that task and your brand. Thus, the stronger the association between task and brand, the stronger your differentiation will be, and the more protected you'll be against the competition.
If I tell you that my task is to search for information on a certain topic, which brand do you think of?
If we work from a JTBD brazil mobile database perspective , we'll stop trying to focus our marketing efforts on understanding what the public wants to buy. The truly important thing to understand is what our audience wants to solve.
We want to understand what our audience's needs are that we can address, so we can make them a key part of our marketing plan.
We seek convergence between the interests and/or needs of the segments and the potential actions to be implemented. And even the segments themselves become less important, or at least take a backseat.
The JTBD methodology is very useful for understanding what our audiences want and need . And even more useful because it's even before the moment of purchase .
For this reason, if you're in the initial phase of defining buyers, thinking about jobs , not your products, will help you discover and develop your buyers . We'll cover this in the second article I propose on the JTDB methodology : The Story of a Task.
As Alan Klement says in his book, “Marketing actions should focus on what the product does for the customer, not on what it is .”
