Merkle (merkleinc.com), a leading technology-enabled, data-driven performance marketing agency, announced that it has released its sixth installment of the Marketing Imperatives. The 2017 Marketing Imperatives – The Activation of People-Based Marketing examines the interconnectivity of outbound, addressable advertising with inbound, personalized experiences. The resource explores the common thread of data that informs those point-in-time media and channel experiences and links them to optimize the complete customer journey, building relationships and loyalty over time. The Imperatives are outlined in a complimentary downloadable book and through a webinar series hosted by Merkle.
The art and science of people-based marketing has finally reached the point where marketers can create inbound experiences with the same level of insight that has long been used to create outbound experiences. The 2017 Marketing Imperatives breaks the approach down into three parts, each informed by a 360-degree view of the customer, but with its own role in the integration scheme.
- Addressable advertising – World-class marketers are seizing the opportunities that media platforms now provide – targeting customers one-to-one, efficiently, and at scale.
- Personalized experiences – Data-driven marketers are taking advantage of the decisioning power technology provides to deliver more meaningful, relevant moments.
- Managing relationships – The modernization of CRM and loyalty programs helps brands improve their understanding of lifetime customer value and prioritize marketing investment.
In support of the launch, Merkle is hosting a complimentary webinar series. The first of three webinars, Make your advertising more addressable, led by Merkle thought leaders Adam Lavelle and Gerry Bavaro, will take place on Wednesday, May 31st at 11:00 a.m. ET. The Make your experiences more personal webinar will be held on Thursday, June 1st at 11:00 a.m. ET and feature Lavelle and Zimm Zimmermann. Michael Hemsey, alongside Lavelle, will lead the final webinar of the series, Manage your customer relationships over time, on June 7th at 11:00 a.m. ET.
“Each year, our Marketing Imperatives seek to help brands find their best path to competitive advantage, by examining consumer trends, marketing techniques, and cutting-edge technologies that are driving the most powerful customer experiences,” said George Gallate, CMO, Merkle. “This year’s edition builds upon the award-winning series by delving into the ‘how’ of people-based marketing, guiding marketers through the process of putting the customer-centric strategy into action to achieve real results.”
Marketers can visit the 2017 Marketing Imperatives web page to download the e-book, register for the webinars, and take an assessment to gauge their readiness for implementing a people-based marketing strategy.