Content comes to today’s consumer – they no longer have to seek it out. Smart brands are making sure their content is being seen in natural, organic ways. Traditional advertising does not work the same way it used to. Consumers want to commune with their favorite brands, not be sold by them. Trust in advertising is at an all-time low. Trust in what your friends or family tell you remains at an all-time high.
The key is in the timing, right? If you knew the precise time to do something, you could simplify your ability to identify and take advantage of the opportunity placed in front of you. The timing of whatever you do matters significantly to your productivity, your creativity and your overall well-being.
The Engagement Economy refers to a new era in which competitive advantage will lie more in a brand’s ability to engage and retain customers than generate and retarget leads. In an era when consumers control when and how they engage with brands, and can switch between brands with ease, knowing how to use AI to scale personalization may be more a matter of survival than a competitive advantage, regardless of industry.
The truth is out there. Maybe that’s why global brands have invested billions of dollars in digital platforms over the last decade in a bid to keep up with the rising demands for transparency. And the demands – as well as the budgets – continue to increase. Zepeda says your customers will give you access to other tangential needs and problems that they want you to solve. “You will go beyond your original box, and partner with your customers in innovative and co-created ways.”
While working closely with one of its larger direct marketing clients to build a database for its catalog business, Marketsmith was gathering data from multiple sources. The well included orders for some of its client’s products on Amazon, its own information and other retailers. The next step was to segment all of the information. As Marketsmith was creating the database, the client asked if it was possible to drive more volume by simply sending everyone new to the database a new catalog.