No secret, digital technology is altering marketing in profound ways. Yet whether by leveraging new tools or time-tested methods, the ability to understand customers and meet their needs–a concept that seems straightforward enough–is an area few businesses truly excel.
“It is a challenge for all companies. But there is a definite gap between the haves and have-nots,” Jeriad Zoghby, global lead for personalization and media optimization at Accenture Digital, told CMO.com.
Amid the wreckage of whiffed opportunities and campaigns gone wrong is the complicated world of building a relationship and managing it successfully. To be sure, understanding customers lands somewhere between an art and a science. As Peter Krasilovsky, vice president and chief analyst at BIA/Kelsey, put it: “There are a lot of useful tools and technologies that can aid in the process, but you have to apply them in a strategic way and put data and information in the right context.” …
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