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Marketing Imperatives

Hyper-personalization and the Connected Customer Experience


Embrace the power of consumers. Welcome the revolution.

It’s 2020, and the next level of disruption means willfully thinking about the consumer with every decision we make across the enterprise. The future is here now, and it’s called people-based marketing.

In its eighth edition, the award-winning Marketing Imperatives details how brand success will ultimately hinge upon achieving the next level of hyper-personalization and playing a leading role in the direct-to-consumer revolution.

You’ll achieve this by learning how to master identity, balancing the mix of in-house and outsourced skillsets, and yes, delivering a total customer experience.

Marketing Imperatives 2020



“As a challenger brand in the automotive market, Mitsubishi’s 2020 focus is driving business through CRM, making sure every touchpoint counts throughout the customer experience. Our goal is to be smarter, more efficient, and more targeted with every customer interaction, from introduction to win-back and every stage in between. We are excited to work with Merkle, whose expertise allows us to leverage best-in-class people-based marketing strategies to gain and sustain competitive advantage. And the 2020 Marketing Imperatives serve as an invaluable guide to achieving the next level of hyper-personalization to deliver that total customer experience.”
Kimberley Gardiner

Kimberley Gardiner

CMO, Mitsubishi Motors NA


This Year's Imperatives

Deliver the total customer experience

Marketing now is responsible for growth and must stretch its purview to include ownership of customer data and the overall customer experience. This can’t be achieved without a clear connection to all customer-related business functions: sales, service, finance, logistics, product, channel etc.


Take ownership of identity

Brands have a common vision of right time, place, person, and message delivered in real time across the customer journey, while also providing more effective, hyper-personalized service and commerce. This vision is only as good as a company’s ability to know who it is really talking to at every touchpoint.

Enable agility through strategic sourcing

Calibrating the marketing resource mix is no longer solely about cost. It is also driven by more strategic priorities, including agility, accountability, and innovation. This is not an either/or decision between bringing everything in-house or relying exclusively on external partners.

Take a Look Back

We've been doing this for a while, look through a few of our previous Marketing Imperatives.