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12 truths


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12 truths

  1. 1. 12 customer marketing truths By Rob Jackson
  2. 2. There will be more consumer media and communications clutter It will be more evolutionary, emerging as new media and technology…Consumer communications are at their most dynamic point in our history
  3. 3. There will be more and ever increasing consumer interaction
  4. 4. Innovation will become a Marketer’s best marketing
  5. 5. You can not buy consumer “attention”
  6. 6. The price of “wow” will keep rising
  7. 7. The concept of the few accounting for the most, is consistent brand to brand, category to category and country to country
  8. 8. 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
  9. 9. Franchise customers (Loyal & High Profit) must be protected, because brand hostile forces are hard at work on these consumers
  10. 10. No customer is loyal to a box, bag, phone, a credit card or checking account
  11. 11. The global marketplace is dynamic, we can no longer look primarily at past behavior to predict what a consumer will do in the future
  12. 12. The digital channels have become the backbone of all customer marketing, service and experience management
  13. 13. Bridging CRM and DMP Successful customer marketing requires linking anonymous customer marketing (DMP) performance with PII driven (CRM) data and customer analytics