Marketing to your users might be the reason your campaign isn’t successful.
The problem starts when you equate users with buyers. A simple example of men’s shampoo manufacturer will illustrate the key difference between those two.
The obvious users of the company will be men, so it’s logical for the company to create a more masculine product that caters to men. This strategy might work, but they would gain more success if they market the product to women.
Why? Because women are usually the main grocery shopper. So, although men are the end users, they aren’t the ones that get to decide which brand to buy.
Learning from this example, make sure you identify your buyers and users before launching your campaign. Your users might also be your buyers, but if they are not, choose the one who pays!