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Category Archives: Customer-centricity

The Customer Has A Voice: Your Business Is The Audience

By J-P De Clerck, Business 2 Community The significantly grown attention for content marketing, the “brands as publishers,” and storytelling narrative has made marketers look at their customers, prospects, etc. as “audiences.” It’s time to look at our businesses as audiences. Target groups, segments, followers, subscribers, fans, suspects, and prospects: we had our fair share of terms

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How Data Is Failing Marketers

By Brooks Bell, Forbes We asked several participants in the upcoming Techonomy 2014 conference to write an article for us on what they are passionate about right now. Peter Drucker famously argued in the 1950s that data would allow us to “know and understand [the] customer so well, products [would] sell themselves.” For decades, it

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The CMO/CIO Bond: Relationship Of The Future

by Sarah Mahoney, Marketing Daily With the average CMO expected to hang onto his or her job for 60 months, a new report from Forrester Research is predicting they’ll find a new power source: The Chief Information Officer. In fact, it may be the single best way to switch to a fully customer-centric approach required

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Satisfying your customers doesn’t make them loyal

by Michelle Herbison, Marketing Magazine Australia Customer satisfaction does not equate to loyalty. Market researcher GfK has quantified what marketers have long feared – that the correlation between a company’s level of customer satisfaction and loyalty is only about 40%. But of course, the results do not mean marketers should give up on trying to

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DMA 2014: Day 5 – 2015 and beyond

Sadly, the main DMA event closed today, a morning of two keynotes and plenty of future stargazing. The main theme of the day was looking forward, with a whole bunch of conceptual talk about the state of the market today, and what 2015 will see. Our main observation was the potential difficulty in translating these

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DMA 2014: Day 4 – Google’s missing answers

Day 4 (or day 2 for the mass of main event attendees) of DMA 2014 arguably boasted the deepest range of content and thought-leadership (disclaimer: based on a quantitate survey of one Australian attendee). We heard from a wide range of inspiring speakers, ranging from why eCommerce is worth a bet (Brian Fethetherstonhaugh of OgilvyOne), to the

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DMA 2014: Day 3 – Magic and motivation

The main DMA14 conference kicked off today, and the attendee count seemingly multiplied 10-fold overnight! The day was launched with the formal DMA keynote and an absolute highlight of… Selfies! Magic Johnson selfies, that is. Earvin “Magic” Johnson headlined the keynote, with his motivational, inspirational, and perspective-demanding talk. His story of building a business empire

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DMA 2014: Day 2 – Trust, Transparency, and Ice Cream

Day 2 of DMA 2014 in San Diego saw us continue the fun and games with the SAS team, exploring some exciting themes around both marketing optimisation (via analytics) and social media data exploration. The standout theme for the day however was the closing keynote from Ben & Jerry’s Director of Social Mission Rob Michalak (https://www.linkedin.com/pub/rob-michalak/6/632/7bb) and Richard Rosen, CEO

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