Merkle (www.merkleinc.com), a leading data-driven, technology-enabled performance marketing agency released its fourth installment of the award-winning Marketing Imperatives series. The 2015 Marketing Imperatives — Mastering the Addressable Customer Experience illustrates how to deliver a targeted, personalized experience in the mid-funnel. The Imperatives kick off a thought leadership series that will also include a webinar in the coming weeks.
With the rapid digitization and adoption of media and channels, marketers have an unprecedented opportunity to deliver targeted, personalized experiences to consumers in the mid-funnel. The 2015 Marketing Imperatives enable marketers to capture this opportunity:
- Imperative 1: Rationalize the Mid-Funnel Supply Chain
Re-engineering the processes, organization, and technology that enable the experience
- Imperative 2: Execute on the “3 Cs” of the Addressable Customer Experience
Combining the art and science of addressability
- Imperative 3: Consolidate the Addressable Funnel Technology Stack
Integrating technology through every phase of the lifecycle
"We are proud of the response we’ve received each year from our clients, in terms of how the Imperatives help them think through their marketing plans. And we’re honored by the recognition this thought leadership series has garnered from the marketing community," said Jeaneen Andrews-Feldman, senior vice president of Marketing for Merkle. "We have focused this year’s Imperatives on the mid-funnel, which is the area between upper-funnel awareness tactics, such as television and guaranteed display, and lower-funnel conversion tactics, such as ecommerce and call center, where transactions are enabled. The expansion of the mid-funnel and the blurring of the lines between the funnel layers have enabled addressability at scale and changed the ways marketers reach their audiences."
"Study after study tells us customers want an experience that is relevant and personalized, and Marketers are trying to answer that call," says John Lee, chief strategy officer at Merkle. "But there is a problem — most organizations were established around channels, not customers. To effectively deliver an addressable experience, organizations need to rethink their processes, technologies, and how they engage their audience. This year’s Marketing Imperatives serve as a guide for marketing leaders to do just that."
Marketers can learn more about the 2015 Marketing Imperatives and access the eBook by visiting the Marketing Imperatives page.