New Delhi, March 16 -- It may not appear so when looking at the timeline of many social media feeds, but in marketing, everything starts with the customer. Marketing is all about finding, getting and keeping the customer. But who is the customer? If it is not defined well, marketers might end up chasing all the wrong people. What a waste of time, not to mention money.

Knowing exactly who the customer is forms the foundation on which marketing plans are built. And you know what they say about building on a weak foundation. I don't have an exact quote either, but there must be something about things falling if built on a weak foundation. Knowing the target customer is the first step and yet, no matter how obvious it looks, it is not a stra...