In 2014, marketers will have two choices: they
can keep running marketing for marketers,
delivering generic promotional messages when
the company has an offer it wants to push
out, and focusing solely on driving customer
transactions. Or, they can start running
marketing for customers, delivering content
uniquely tailored to each individual’s needs and
expectations, and focusing more on discovering
why their most engaged customers love them –
and then doing more of that.
In 2014, choosing the latter path will be critical
to achieving success. True, audiences, segments
and targets are not going away, but the future of
marketing relationships is personal and will reflect
the individuality of each customer.
There has been a revolution … a revolution of
ONE! Buyers are in control. They are no longer
willing to be treated as segments. They want to
be treated as individuals, with content, offers and
communications that are highly relevant, timely
and personal. Successful marketing is now about
interactions, not transactions.
By attending to the trends outlined in this white
paper, and implementing the related tactics,
you’ll help ensure your organization is creating
amazing customer experiences – experiences that
build lifelong relationships, vocal advocacy and,
ultimately, revenue for your business.