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