Our latest sharing of content from others is this article from Mark Cameron. He makes the very important point, that just being better at targeting your messages or executing them more efficiently, will not protect you from it being spam.
The forgotten component, in too much data & digital marketing ‘innovation’, is understanding your customers (their needs & what they view as relevant).
I hope you enjoy this article as well. In line with some comments I made when reviewing ‘Marketing Payback’, I fear that today’s marketers have become captivated with digital/mobile/social/omni-channel capabilities and taken their eye off the ball of some marketing basics. That applies just as much to the need to really know your customer as it does to being able to accurately measure the effectiveness of your marketing.
Customer Insight Leadership will be needed more than ever to address the failures that are bound to result from over-inflated expectations. Just as, in the past, data warehouses and CRM systems rarely lived up to their promise – we are just beginning to see the same with platforms for social & mobile marketing. But all these capabilities have the potential to be relevant to customers lives, if you put the customer first and our guided by what you need to know from them first.
Do you agree? Please share your thoughts on this guest post.