“My dream after having spent two-and-a-half years at Spotify — which was a fascinating journey at a terrific company — is to get in early with a growing company and build an iconic brand,” Mayur Gupta told The Drum. “Freshly provides that.”
Bold goals from a marketer known for his daring.
Let me start by saying: I’m all about the data.
I’m an advocate of one-to-one marketing. I think behavior-based targeting is an essential part of the marketing mix. And, I’m certain that machine learning and other forms of AI will become so core to marketing as to be a virtually invisible element of areas such as personalization.
But, please, marketers, I implore you: Don’t get so caught up in all that contextual personalization has to offer that you overlook the art of discovery.
Millennial and Gen Zers expects businesses to be responsive and relevant, according to “The Digital Lives of Millennials and Gen Z.” The study, conducted by LivePerson, surveyed more than 4,000 people ages 18 to 34 from Australia, France, Germany, Japan, the UK, and the United States.
Good morning! One bacon, egg, and cheese or two?
That’s how I’m welcomed whenever I walk into Andrew & Frank’s Deli in Astoria—even when it’s more like lunchtime than breakfast hour. And, believe me, this place has far more frequent customers than me. Even so, the guys who run the deli know my favorite order, and know there’s an equal chance I’m getting breakfast just for my daughter (long after I’ve eaten) or for both of us.
That’s the kind of one-to-one experience many marketers strive to deliver at scale, and that Don Pepper and Martha Rogers, Ph.D., predicted would be reality—at scale—in The One to One Future. For years, Don and Martha’s message changed the outlook and career direction of countless marketers. Based on recent conversations I’ve had, it still does. In fact, to me, one-to-one marketing has never been more possible, relevant, and in this time of ever-rising customer expectations, vital.
When service excels, it drives business.
This is evident from the results cited in the “Service Industry Outlook: 2017 Research Report,” by Service Strategies. The report highlights finding from surveys and interviews with executives from 50 technology firms.
“Really? Start with strategy, not technology.”
That was the epiphany from an attendee I overheard during a conference on CRM technology a few years ago. With a heavy sigh of relief, he added, “That makes so much sense.”
Not much has changed. Flashy new technologies catch our eye—as they should—but sometimes they become the proverbial cart pulling the horse. This situation applies to all types of technologies, including those that help to create, host, and distribute branded content, as well as those that help to measure its impact.