Which group of customers is considered a key behavioral segment for marketers?

Current users are considered a key behavioral segment for marketers because they represent individuals who are actively engaged with a product or brand. This group is particularly valuable as they are already familiar with the product offerings and have demonstrated a willingness to purchase, which indicates a degree of loyalty and satisfaction.

Understanding current users allows marketers to gather insights into customer preferences, purchasing behavior, and usage patterns. By focusing on this segment, marketers can tailor strategies to enhance customer relationships, encourage repeat purchases, and foster brand loyalty. Additionally, current users can be a source of referrals and positive word-of-mouth, which can help attract new customers.

In contrast, prospective buyers, while important for future sales, have not yet engaged with the product and may not have a clear understanding of its benefits. Past customers, on the other hand, have already exited the brand relationship, which may indicate they no longer find value in the product. Competitors, while relevant for market analysis, do not directly represent a customer segment that can be marketed to or influenced in terms of purchasing decisions.