Marketing in “The Age of You”

Consumers expect brands to listen, understand and act. Marketers are expected to uncover genuine insights and create personalized, relevant and memorable experiences to satisfy both ends. We recognize this era of marketing as The Age of You. I sought out to understand ways in which brands and marketers could work together to meet these expectations.

This blog post is a brief overview of what I learned. Click below for detailed posts on this subject, hosted by Netbase, a social listening platform that offered a solution to this problem:

Part 1: The Problem

Marketing in 2016: “The Age of You” Pt. 1

Part 2: What to Look For

Marketing in 2016: “The Age of You” Pt. 2

Lessons learned

  1. Customer experience (CX) is rooted in personalization and value.

Customer-ExperiencePersonalization depends on technology but it is human insight that moves it beyond the algorithms relating products and people. Value is an expression of cost and benefit. The benefits to a customer are a mix of what they get and how they perceive it, which is why marketing has to be both the voice of the customer to the enterprise, and the voice of the enterprise to the customer.

To thrive in the current era of marketing, we first have to understand how we got here by looking at the 4 Stages of Branding:

  • The Age of Identity
  • Age of Value
  • Age of Experience
  • Age of You

This is further explained here.

  1. Insights are richer and more actionable than ever.

The insights we develop are not developed in isolation, but at the intersection of understanding how individuals make decisions – including consumer motivation and shopper behavior. While personalization used to be a luxury, it is now the new standard. Therefore, success will belong to the marketers who can listen, learn and act.

What to look for in audience data:

  • Competitor analysis
  • Brand Analysis
  • Industry Analysis
  • Audience Segmentation Analysis

This is further explained here.

  1. Collaboration is vital to success.

Insight should be utilized within every interaction across the customer journey to deepen engagement. If used properly, these insights transform customer relationships. This drives more sales, satisfaction and customer loyalty. This is why marketers who prioritize customer experience and data-driven personalization will achieve greater returns on investment.

Read more about what it means to be a data-driven marketer.

And if you’d like to view the full webinar on this topic, find it here:

Targeting Beyond Demographics – Using Social Data to Create Truly Customer-Centric Content

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