The promise of one-to-one marketing has been a tantalizing prospect for much of my professional life. Now with AI, it seems finally within reach.
Yet marketers should tread carefully.
We may have the tools to scale one-to-one marketing. But it’s never been more important for a brand to stay consistent from person to person.
Read MoreMarketing. It can feel a very rational, data-driven activity. We target consumers, we promote, and we convert, all the time using data to optimize what we do.
But consumers are not just pieces of data, defined by what they buy. They’re people, and our success depends on understanding and motivating them.
Marketing is at heart a people business.
Read MoreThe need for businesses to live the brand has become something of a mantra for marketers, and for good reason. In a world where brands are increasingly defined by customer experience, a brand needs to feel coherent whenever a customer encounters it.
Read MoreWord of mouth has traditionally been underutilized by marketers.
Its importance has always been apparent. Every piece of research I’ve ever done has had recommendation from friends or family as the first or second source of new customers.
Read MoreI’ve always believed that the purpose of marketing is to create enough value for customers to earn a place in their lives.
Yet I’ve been struck by the gulf between the concerns of the marketing industry and those of customers over the last twelve months.
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