Consumers are savvier: Digitally educated and able to actively avoid irrelevant marketing efforts by, for example, skipping past TV commercials, opting out of marketing, screening their calls, using ad-blockers and filtering spam.
World-class brands ensure that everything they do is relevant to ensure they reach each customer in the most effective way.
They start by listening to what their customers are saying and observing what they do and how they do it, which they garner from deep insights they have access to within their business and market.
These insights provide them with full understanding of the unique circumstances, behaviours, needs, wants, interests and other characteristics of each of their customers in the context of the market and the abilities of the business.
This deep level of understanding enables them to predict the influence of different actions on each customer, adapt their marketing strategies accordingly and then create the most meaningful content and messages to engage them.
Finally, all marketing activity and outcomes are tracked in detail to ensure correct attribution of success to the original investment.