It doesn’t take long for predictions to become predictable: The rise and rise of Facebook; advancements in analytics; the normalisation of chatbots; personalisation, programmatic, automation, authenticity… The prediction that’s missing from these lists is that in 2017 we will witness a resurgence of values-based marketing.
In today’s world of technology innovation, really understanding the customer is more important than ever, according to Holly Kramer.
“This disruption that’s going on in so many industries is largely a function of unmet customer needs,” the experienced marketer, former CEO of Best & Less and now non-executive board director for a host of well-known Australian brands including Australia Post, Woolworths and Nine Entertainment, tells CMO.
“Whether it’s using technology to make your experience or product better, creating a new business model, or tapping the wisdom of the crowd through social, customers are so much more powerful today. Companies who for years have said customers are important now know they have to understand them to a degree they don’t currently.”
Register or Login to continue
This article is only available for subscribers. Sign up now for free and get free access to premium content from ARN, CIO, CMO, Computerworld, IDG Education, IDG Government, and IDG Health.