Ce livre est sur la Customer Intelligence, il présente 7 experts qui alimente le marketing intelligent.
"It’s tough being a marketer. With the ever-evolving demands and needs of today’s brands, there has never been a more challenging, or more exciting, time to be in this role. The daily pressure to deliver more profitable, loyal, and engaged customers relentlessly continues.
No longer is it good enough for marketing to build brand awareness and pull prospective customers towards the sales engine. As marketing transitions its focus from the lead funnel to the lifecycle, marketers are expected to engage the consumer in a personalized multichannel dialog. To create that on-going relationship, target prospects need relevant communications based on their unique behaviors, experiences and interactions with the business. To do this successfully, permissions must be sought and earned; and data must be collected, accessed and utilized. To ensure campaign effectiveness, all communication strategies must be tested and the levels of response, engagement, advocacy, value and profitability measured in order to understand what’s working… and what isn’t. What a challenge!
To add to the marketer’s challenge, all of this expectation is set in the context of a noisy market gripped by ‘The Great Recession’ with increasing numbers of competitors fighting for a share of diminished consumer wallets. Today’s consumer can instantly access a host of different providers, competitors and purchase options through websites, daily offers, instant advertising, apps, reviews, social commentary and other social content. If a quick and easy customer experience isn’t provided or an off er isn’t compelling enough, then within seconds consumers can simply shop with someone else. It’s therefore even more important to build relevant dialog with the consumer in order to encourage brand preference and loyalty."
