Life Beyond Brand: Why Marketers Need to Overcome Their Ego to Connect with Consumers
Original Presentation Date
Dec. 06, 2018
Why businesses need more complete data on consumers and their behaviors
Why is it too hard to be able to do this on your own
Strategies to enable to you access more consumer data in compliance with data protection legislation
Today’s consumer is hyper-connected yet increasingly wary of sharing their data with brands.
At a time when expectations of brand experiences are at an all-time high, how can marketers deliver the experience the consumer wants, with the limited data they are given?
The answer is parking the marketers’ ego, and thinking beyond brand. Contrary to what marketers may wish to believe, consumers spend very little time thinking about brands. They are certainly not the first to know of an address change or addition of a new family member (information which would inform how the brand talks to their customer).
Explore how marketers can augment the existing data they have about consumers to build out a more holistic identity profile – enabling them to talk to consumers like people, not proxies, and serve them a relevant brand experience no matter where they appear in the marketing ecosystem.
Hyper-Personalization: The Role of Data and Technology
Hyper-personalization is increasingly becoming the success formula behind one-to-one campaigns. This makes targeting much more precise with the help of hundreds and thousands of customer attributes and behavior signals collected from a variety of sources (offline and online) almost in a real-time manner. Sajith Thayappalli, Senior Director, Marketing Technology, Merkle helps to familiarize this concept and explain how data and technology tools together help the implementation of such targeting models.