12 customer marketing truths
By Rob Jackson
There will be more consumer media and communications clutterIt will be more evolutionary, emerging as new media and technology…Consumer communications are at their most dynamic point in our history
There will be more and ever
increasing consumer
interaction
Innovation will
become a
Marketer’s best
marketing
You can not buy consumer “attention”
The price of “wow” will keep rising
The concept of the few accounting for the most, is consistent brand to brand, category to category and country to country
A brands core franchise is it’s loyal, high profit customers. The reverse is also true,
that the majority of a brands sales come from customers that are disloyal to the
brand and may not buy enough to make a difference
Franchise customers (Loyal & High Profit) must be protected, because brand hostile forces are hard at work on these consumers
No customer is loyal to a box, bag, phone, a credit card or checking
account
The global marketplace is dynamic, we can no longer look primarily at
past behavior to predict what a consumer will do in the future
The digital channels
have become the backbone
of all customer marketing, service and experience management
Bridging CRM and DMP
Successful customer marketing requires linking anonymous customer marketing (DMP) performance with PII driven (CRM) data and customer analytics
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