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Exclusive Forrester Report on AI in Marketing
This post highlights the shift from brands controlling the narrative to customers taking charge of their interactions. Adopt a customer-led marketing strategy to leverage data-driven insights, embrace personalization, and truly understand customer preferences – the essential keys for building trust and loyalty. Ignoring this shift risks losing customers to competitors.
The most significant transformation in marketing in the past decade is the shift of control from brands to customers. Traditionally, brands would send out batch and blast emails and messages in a one-way conversation. Thanks to digital and social media, customers now decide when, where, and how they want to engage with brands. If marketers fail to listen, customers will disengage without hesitation. Therefore, brands must always start with the customer in their marketing strategy by taking a customer-led approach.
Today's customers are in control; they want to know the brands they purchase from recognize and understand them. For example, they expect personalized communication and offers relevant to their individual interests, preferences, and past behaviors. Marketers who embrace this shift and truly listen build trust, loyalty, and long-lasting customer relationships.
Personalization is key to creating long-lasting relationships. It's about going beyond generic campaigns or a "one-size-fits-all" approach and building tailored experiences based on real-time customer data. This means offering personalized content and product recommendations from the first moment a consumer lands on a website, during the session, and after it finishes.
Personalization is delivering the right message to the right customer at the right time. For example, a tailored welcome journey ensures that each interaction with a new customer is precisely relevant to their wants and needs. This approach maximizes engagement by providing personalized, timely content and offers, guiding customers seamlessly throughout their shopping journey.
The bottom line is clear: all brands and marketing must start with the customer. A customer-led marketing platform ensures marketers thoroughly understand customers, what makes each unique, and what drives their behavior. By listening to customers and responding with tailored messaging, brands can move from a one-size-fits-all approach to personalized, relevant experiences that drive long-term loyalty.
See more tips and tricks from previous "Get to Know Your Customers Day" posts:
For more insights on how to adapt a customer-centric approach, request a demo.
Exclusive Forrester Report on AI in Marketing
In this proprietary Forrester report, learn how global marketers use AI and Positionless Marketing to streamline workflows and increase relevance.
Rony Vexelman is Optimove’s VP of Marketing. Rony leads Optimove’s marketing strategy across regions and industries.
Previously, Rony was Optimove's Director of Product Marketing leading product releases, customer marketing efforts and analyst relations. Rony holds a BA in Business Administration and Sociology from Tel Aviv University and an MBA from UCLA Anderson School of Management.
