The "Marketing Iceberg" concept compares marketing to an iceberg. When customers decide to buy a product/service, they don't just think about whether it's "cheap or expensive." In reality, what we see, such as purchases, likes, reviews, or walking into a store, is only the tip of the iceberg. There are many more factors hidden beneath the surface that influence a customer's "choice" or "rejection."
What we see is just the tip of the iceberg. 👩🏻💼
- Does the customer buy or not buy?
- Click on the ad, like, or share
- Is the product review good or bad?
These are obvious behaviors, but they don't reveal the "deeper reasons" why he does them
The hidden part (behind the iceberg) 🕵🏻♀️
Things customers don't say directly but that influence their decisions, such as:
- Emotions → Fear of missing out, happiness at the promotion, confidence in the brand
- Motivation → Want to save time, want to look good, want quality for the price
- Beliefs → The perception that expensive things are good, or a desire to support eco-friendly businesses
- Past experience → If I've used something before and liked it, I'll use it again. If it was bad, I'll avoid it immediately
- Influence from your surroundings → Friend recommendations, influencer reviews, or seeing others use it and wanting to try it
Why should business owners know this?
Because if we only understand what we see, it will lead to marketing that is "guessing what the customer wants."
But if we understand what's beneath the iceberg, we will…
- Communicate directly what the customer truly needs
- Design products/services that better meet customer needs
- Build long-term relationships because customers feel that "the business understands them."
How to access customer thinking
- Ask questions that are more in-depth than usual. For example, instead of just "Do you like this product?", ask, "What made you choose us over others?"
- Listen to reviews and comments, as they often contain hidden hints of feelings
- Try creating a simple Empathy Map. Jot down what your customer thinks, feels, fears, and expects
- Analyze the customer journey to see where a customer's interest begins and where their final decision is made
- Customer Persona → Creating a character to represent a real customer will help to clearly visualize their needs
Summary for business owners
Good marketing isn't just about selling products; it's about truly understanding your customers
The tip of the iceberg = what we see, such as purchases or reviews
Beneath the Iceberg = Hidden Thoughts, Feelings, and Drives
Businesses that understand this will be able to market effectively to customers and build a strong brand in the long term
💡 DBIz from R&D BI: Uncovering
what lies beneath the iceberg requires more than just guesswork. You can't rely on guessing; you need to transform raw data into deep insights. DBIz is an intelligent business analytics system for retail, wholesale, and industrial businesses.
- Centralized Data: Automatically connects over 100 data sources (e.g., SAP, SQL Server, or Excel) to a central hub, eliminating the need to merge redundant files
- Gain in-depth customer insights: Dashboards analyze sales by customer segment and channel, and allow comparison of historical data for up to 10 years (annual/quarterly/monthly), revealing true trends and customer behavior
- Comprehensive analysis of both sales and supply chain: Not just sales figures, but also inventory tracking (out of stock/excess/shortage/old stock), and real-time cash flow management to respond to customer demand promptly
- Make accurate and timely decisions (Right Decision & Timeliness): Includes alerts for business risks and opportunities, helping executives see the big picture and make immediate decisions, like having a business consultant available 24/7
📌 Stop guessing customer needs from the tip of the iceberg and use DBIz to delve deeper into insights to create sustainable sales and growth.”
You can find other articles at: https://demo.rdbi.co.th/blog/
📞 Tel: 02-681-9700 | Line OA: @rdbi | Facebook: R&D BI | Email: sales@rdbi.co.th