Claim OwnershipCustomer First Thinking
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Businesses everywhere are struggling with change due to digital disruption. They are now at an inflection point: give up obsolete marketing practices, or risk being denied a meaningful role in the lives of people. The goal is no longer to amplify the voice of the brand – it is to serve the needs and interests of customers at every stage of the relationship lifecycle. This new marketing model is characterized by the strategic embrace of Customer First Thinking, where the emphasis is on delivering a more unified experience for customers. More than simply a platitude, this idea has evolved into a set of governing principles that can transform the corporate role of marketing from brand messenger to customer advocate.
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Agencies have reached a cross-roads. Fees have been squeezed by clients to the point where the business model has become unsustainable. The only salvation, argues longtime industry sage Michael Farmer, is for agencies to get paid according to defined deliverables and outcomes that contribute meaningfully to client growth.
Marketers are counting on AI to streamline their campaign workflows and speed up production work through the use of autonomous agents. But before that can happen, warns Salesforce's Martin Kihn, they need to rethink how the work gets done, learn how to build and deploy agents, and build a unified data infrastructure that can be trusted.
Many consumer buying choices are now known to be ruled by subconscious emotions rather than rational thought and those decisions often get made in the "blink of an eye". Design expert Jean Pierre Lacroix calls this the "Blink Factor" and he believes brands need to own the single emotion that triggers consumer choice in their category.
Where brands almost always go wrong is assuming customers are more loyal than they are, rewarding them solely on the basis of their repeat buying behaviour. But customers who are truly loyal don't need incentives to buy - they just need confirmation that their trust and belief in the brand will be reciprocated, says loyalty expert Aaron Dauphinee.
AI is paving the way for marketing to finally usher in an era of true one-to-one marketing. As the technology evolves, it should free up marketers to give greater creative thought to making customers happy, believes Jim Sterne, who has helped steer marketers through successive waves of innovation ever since the advent of the worldwide web.
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