Webinar Recap: Customer Centric Tips

Casey BartoIf you missed yesterday’s webinar “Reaching Today’s Customer Requires a Revamp of Current Data Practices” featuring special guest Joanna O’Connell from Forrester Research, no worries.You can access the full playback from the here.
Here are some highlights from concepts tweeted during the live webinar event (#DataRevamp):
  1. Consumers are savvier than ever before. They use more channels, formats and devices to interact with brands. It doesn’t matter where they are or what device they’re using, they expect a relevant, consistent brand experience across all channels.
  2. These always addressable consumers own and use at least 3 devices. Usually from multiple places and are online multiple times a day. The numbers of always addressable consumers will continue to rise in 2012 42% of consumers were always addressable, up from 38% in 2011.
  3. A big challenge for marketers when it comes to serving the always addressable crowd is making user-level data actionable. In most organizations, data is trapped in several different silos or it’s hard to access due to internal hurdles.
  4. Total customer centricity remains out of reach for many marketers, with the biggest barriers to customer centricity being organizational silos and legacy thinking.
  5. Reaching people using third-party ad serving is increasingly becoming a challenge.

Recommendations:

  1. Don’t be afraid to seek expert help, create a customer journey map, audit/leverage 1st party data assets.
  2. Not every company needs to build its own solution to customer-centric marketing. It’s ok to seek out expert help.
  3. Simply relying on your IT team and existing tools to unite your data will likely not be enough. You’ll need a partner.
  4. Get someone to lead the charge when discussing data/DMP needs within your organization. It can make the process easier.
  5. The companies that will survive and win are the companies that are truly customer-obsessed.

If you’d like to chat about how you can get started on your way to true customer-centricity by unifying your data to better connect with customers, drop us a line. We’re here to help.

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