In my first blog I dis­cussed the impor­tance of pay­ing atten­tion to cus­tomer inac­tion. When cus­tomers fail to take action, mar­keters should take heed. But how can you turn inac­tion into action? This ques­tion is not new. Patri­cio Rob­les dis­cusses this ques­tion in an Octo­ber 2010 post, and the ideas are still rel­e­vant today.

Rob­les’ final tip to mar­keters is this: “Know your cus­tomer.” The author rec­og­nizes that you won’t be able to con­vert every con­sumer into a cus­tomer. By know­ing your tar­get demo­graphic, how­ever, you can more effi­ciently mar­ket your prod­ucts to the peo­ple who want to see them.

Take notice of the groups of peo­ple that con­sis­tently fail to take action on your mar­ket­ing ele­ments. It is most impor­tant to focus your atten­tion on the con­sumers who are most likely to become cus­tomers, but it is addi­tion­ally impor­tant to try to win over those con­sumers who fail to take action. Under­stand­ing cus­tomer inac­tion can help make adjustments.