When Marketing Misses the Point | Merkle

Get the marketing imperatives e-book here: bit.ly/2FTtGu6
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.
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.
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