Understanding Each Customer as an Individual
The digital world has reframed the dynamics of business, making the customers more informed and socially connected. To understand such empowered buyers, information sought from a blanket demographic will no longer work. Organisations that look for deeper insights into their customer's wants and needs will have a better chance of identifying where to play and how to win.
At the IBM CMO CIO Leadership Exchange in New York, National Geographic Society's CMO Amy Maniatis and Chief Technology Officer Stavros Hilaris talked about how new technology is helping them create communities.
Driving Engagement to Maximise Value
The audience is much more fragmented today, interacting and drawing information through multiple channels. To gain their attention and loyalty, marketers need to appeal to them in ways that they perceive valuable. The key lies in cultivating meaningful relationships. To do so, marketers need to maximise value at every touch, without being intrusive.
Analyze in order to prioritize. Every insight you gain, across every channel and program, leads to a deeper understanding of what customers want today—and what they'll need tomorrow.
Linking Brand and Culture
How a company is perceived today is more than a product of its mission statement, logo, advertising and blog posts. The brand value should reflect in everything an enterprise does, even in the way its employees interact with customers. This is a critical step towards building a cohesive brand culture and increasing brand equity.
Increased consumer transparency into companies' actual behavior and performance mean that now, more than ever, a company's values and beliefs have to align with its brand promise. Succeed in an era of transparency.
Listen to Harish Lade, General Manager-Systems, Asian Paints Ltd. discuss how by implementing a social collaboration platform, Asian Paints enabled its employees to respond quickly to business opportunities and to discuss and refine new creative ideas, thereby reducing time to value and increasing return on investment.
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Featured VideosSmarter Marketing: Know your Customer
Today, the vast amount of data that customers are generating lets marketers understand customers not just as segments or targets, but as actual individuals. Understand individual customer needs.
Marketers can now use data to shape everything from how brands interact with customers to the products and services they offer to the structure and culture of the company itself. By radically rethinking their profession, marketers today are able to understand customers as individuals, use predictive tools to get ahead of demand and design truly social businesses