Get to Know Your Customers Day: How Positionless Marketing Bridges the Gap Between Knowing and Understanding
This day is a reminder that brands don’t build lasting relationships by knowing more about customers, but by proving it in the moments that matter. Here's how
This blog will help marketers rethink what Get to Know Your Customers Day means in 2025 and how to turn its message into everyday practice. Despite having access to more data and advanced AI than ever before, there is a gap… many marketers still struggle to act quickly enough for customers to feel understood.
This piece explains why that gap exists and how Positionless Marketing helps close it. Readers will learn how to turn insights into action, how to remove the internal barriers that slow responsiveness, and how to make empathy a natural outcome of marketing execution. Marketers will move beyond simply knowing their customers to continuously understanding them and proving it at the moments that matter most.
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Key Takeaways:
Data alone isn’t enough: Marketers’ biggest challenge is not access to information but the ability to apply it quickly and meaningfully.
AI is the enabler: When built into workflows, AI connects marketers directly to insight, helping them interpret behavior, intent, and timing as they happen.
Positionless Marketing operationalizes understanding: It replaces linear handoffs with continuous collaboration so marketers can respond faster and more accurately to customers’ needs.
Agility is becoming the baseline: As AI and Positionless structures mature, responsiveness will shift from competitive advantage to expected standards.
Marketers have never known more about their customers. Yet customers have never felt less understood—a paradox worth reflecting on this last Get to Know Your Customers Day of 2025.
The obstacle isn’t access to information but the ability to transform it into action. AI provides organizations with unprecedented volumes of data, yet without the structures to absorb and apply it, insight remains abstract. In an environment where consumers are increasingly fatigued and economically cautious, relevance depends on how quickly brands can close that gap.
Forrester’s July 2025 Opportunity Snapshot, commissioned by Optimove, highlights this friction: 87% of marketers say agility is crucial, yet 82% report it takes too long to generate AI-driven insights, and 76% cite dependencies as barriers. In practice, many marketers understand their customers conceptually but lack the speed and structure to translate that understanding into timely, tangible experiences.
This is where Positionless Marketing changes the equation. By removing silos and giving marketers the autonomy to act, it shortens the distance between insight and impact. It allows organizations to demonstrate understanding through action and connect with customers in ways that feel timely and genuine.
Understanding Over Knowledge, Always
Most marketing organizations are built to measure performance, not to act quickly. Data moves between teams, insights are delayed, and campaigns often miss the moment of relevance.
Positionless Marketing, powered by AI, turns knowledge into understanding. It replaces sequential handoffs with continuous collaboration, so data, creative, and optimization work in parallel instead of steps. When every marketer can interpret data, shape creative, and test outcomes within the same workflow, customer management becomes a continuous process rather than a delayed one.
The result is a more complete and continuous view. Marketers no longer interpret behavior in isolation or in hindsight but understand it as it unfolds, in the context of need, timing, and intent. Customer understanding becomes less about static segmentation and more about ongoing awareness built through every interaction.
AI as the Engine of Real-Time Understanding
AI is the foundation that makes Positionless Marketing possible. It connects marketers directly to insight, removing the lag between learning and doing. In Positionless Marketing, AI is not a distant analytics function but an integral part of decision-making. It helps marketers interpret behavior in real time, understand the context behind it, and connect data to intent. Rather than producing more reports, it informs choices as they happen and supports faster, more relevant responses to customers.
Gartner’s recognition of Optimove as a Visionary in the Magic Quadrant™ for Multichannel Marketing Hubs reinforces this shift. It reflects the growing maturity of AI within marketing operations, not as a standalone technology but as a framework that supports agility, autonomy, and a more human understanding of customers.
Putting It into Practice: Three Concrete Moves
To make Positionless Marketing real, organizations must operationalize empathy through concrete, repeatable behaviors that drive responsiveness, including:
Shrink the Insight-to-Execution Window: Stop treating insights as deliverables and start treating them as triggers. The best teams move from insight to action in minutes, not hours, by embedding decision logic into live campaigns.
Elevate Signal Prioritization Over Volume: More data doesn’t always mean better results. Define which customer signals truly matter—such as repeat browsing or signs of churn—and act on them immediately. Focused relevance beats broad noise every time.
Reskill for Role Fluidity: Break down handoffs. Empower marketers to own campaign cycles end-to-end. Rotate responsibilities and build overlap across data, creative, and optimization skills. The goal is fewer baton-passing moments and more responsiveness.
In Summary: From Reflection to Responsibility
Get to Know Your Customers Day is no longer about gathering more data. It marks how quickly the meaning of “knowing customers” is changing.
As AI reshapes marketing, Positionless structures will soon move from advantage to expectation. That shift puts a new responsibility in the hands of every marketer: the ability and the obligation to understand customers in real time and act with empathy and relevance.
The future will not distinguish between brands that know their customers and those that do not. It will distinguish between those that can show customers they are understood, and those that cannot.
Varda is all about the customer. With more than 10 years helping customers improve their businesses by making the best use of their data, Varda is the perfect blend of energy and efficiency, equipped with a bright personality and exemplary professionalism. She holds a Bachelor’s degree in Economics and Business Administration.
