Know your customer! 6 tips & 1 case for personal marketing
Posted: Sat Jan 18, 2025 5:59 am
Put analysts, thought leaders and customers from the market together and the overarching message is clear: know your customer! And when getting to know the customer, you should not shy away from data. You can use software to make your marketing increasingly personal. Not a new sound, so I have placed my hope in the power of repetition.
Before the social and mobile revolution, optimizing the digital experience was easy. We had one website, fit for one screen. Customers visited it when they were at work or at home. Fixed moments and easy to respond to. Since the advent of social media and especially mobile devices, the touchpoints on devices and channels have exploded. Just like the variable moments we have to be present, we want to meet the expectations of the customer.
Concept is simple, practice is difficult
At the customer event of software vendor Teradata Marketing Applications (TMA), it seems that marketers are aware of the complexity. But the practice is stubborn, as James McCormick (analyst at Forrester, pictured below) says: “Of course there are marketers who know how to increase traffic and see conversions grow. There armenia telegram number list are even companies that have their loyalty program in order and do cross- and up-sell. There are just very few who are able to capture the entire lifecycle .”
There are only a few who manage to capture the entire lifecycle.
McCormick speaks alongside Thomas P. Davis (chief marketing officer of Forbes Media), Jason Miller (content marketing leader of LinkedIn), and TMA customers such as TicketVeiling and Dell. What they all strive for is getting to know the customer. "Make sure you grow your knowledge of the customer, improve engagement and transform your customer experience based on that. It's a simple concept, but the implementation is far from simple," says McCormick.
media roundtable
From left to right James McCormick, Thomas P. Davis, Jason Miller (LinkedIn)
The concept is indeed simple and the practice is stubborn. I have been writing about this subject for eight years now, but the message remains the same. I struggle with it, because what do companies need to really open their eyes and put the customer first? I ask that question during the media roundtable during the customer event, but a satisfied answer remains absent. Davis: "It may feel like we are standing still, but the market has changed drastically. Competition comes from unexpected angles."
A whole new arsenal
Indeed, companies can now expect to compete with disruptors such as Amazon, AirBnB and Uber. But it has not led to traditional companies with a lot of history taking the steps that are needed. That is why McCormick repeats his mantra: “I really think that companies that really get to know the customer can have more impact with their marketing.” Rolf Anweiler (regional leader marketing international at TMA) adds: “Marketers have a whole new arsenal to reach the customer. They can really make a difference with it.”
Before the social and mobile revolution, optimizing the digital experience was easy. We had one website, fit for one screen. Customers visited it when they were at work or at home. Fixed moments and easy to respond to. Since the advent of social media and especially mobile devices, the touchpoints on devices and channels have exploded. Just like the variable moments we have to be present, we want to meet the expectations of the customer.
Concept is simple, practice is difficult
At the customer event of software vendor Teradata Marketing Applications (TMA), it seems that marketers are aware of the complexity. But the practice is stubborn, as James McCormick (analyst at Forrester, pictured below) says: “Of course there are marketers who know how to increase traffic and see conversions grow. There armenia telegram number list are even companies that have their loyalty program in order and do cross- and up-sell. There are just very few who are able to capture the entire lifecycle .”
There are only a few who manage to capture the entire lifecycle.
McCormick speaks alongside Thomas P. Davis (chief marketing officer of Forbes Media), Jason Miller (content marketing leader of LinkedIn), and TMA customers such as TicketVeiling and Dell. What they all strive for is getting to know the customer. "Make sure you grow your knowledge of the customer, improve engagement and transform your customer experience based on that. It's a simple concept, but the implementation is far from simple," says McCormick.
media roundtable
From left to right James McCormick, Thomas P. Davis, Jason Miller (LinkedIn)
The concept is indeed simple and the practice is stubborn. I have been writing about this subject for eight years now, but the message remains the same. I struggle with it, because what do companies need to really open their eyes and put the customer first? I ask that question during the media roundtable during the customer event, but a satisfied answer remains absent. Davis: "It may feel like we are standing still, but the market has changed drastically. Competition comes from unexpected angles."
A whole new arsenal
Indeed, companies can now expect to compete with disruptors such as Amazon, AirBnB and Uber. But it has not led to traditional companies with a lot of history taking the steps that are needed. That is why McCormick repeats his mantra: “I really think that companies that really get to know the customer can have more impact with their marketing.” Rolf Anweiler (regional leader marketing international at TMA) adds: “Marketers have a whole new arsenal to reach the customer. They can really make a difference with it.”