Marketing has evolved over the decades. The power has shifted from the company to the consumer. In order to be successful we need to adopt a customer-oriented approach.
This is where SIVA has been proposed. Developed by Dev and Schultz, SIVA is the Marketing 2.0 version of the old ‘marketing mix.
SOLUTION: What need is the product or service meeting? What pain is being relieved?
VALUE: When thinking about pricing, what value does this solution have for the consumer? How can value be added? It is good value if the reward exceeds the perceived burden of the price.
ACCESS: How would the customer find the solution? What is convenient to them? How do they want to access it? Where will we make this conveniently available?
INFORMATION: Instead of the hard-sell, we inform. We give information to our target audience of the solution, the value proposition and the access features. Then they decide whether it is of value to them.
Has your business benefited from taking this customer-oriented approach?