If you've always thought that the secret to success is getting more users to know your name, you' re half right. The secret is in getting the folks who do know your name to feel good about your name. If you have strong brand recognition, but much of that recognition is linked to a negative perception, you're on shaky ground. If, on the other hand, most people who know about you feel good about you, you are poised for success. It all comes down to how well you are serving the user.
Happy customers mean repeat customers.
Someone who returns of his or her own accord is someone who can make you money. And the way to get someone to return of his or her own accord is to make that someone happy. This is where marketing for the user comes in. Finding out what problems customers want solved and working to solve them will make your customers happy. Do market research, do user testing, and do not assume that a snappy Web site, a press release, and an ad campaign will satisfy your customers.