Why Challenger Brands in Particular Must Be Customer-Centric

Customer-centric marketing is offering customers value in every interaction based on their needs and interests, but this definition can be extended to include anticipating consumer needs. That’s according to Alan Moss, vice president of global advertising sales at Amazon Advertising, in conversation with Adweek’s chief innovation officer Toby Daniels at our Challenger Brands summit today….

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How machine learning enhances customer segmentation

One of the key challenges that marketing teams must solve is allocating their resources in a way that minimizes “cost per acquisition” (CPA) and increases return on investment. This is possible through segmentation, the process of dividing customers into different groups based on their behavior or characteristics. Customer segmentation can help reduce waste in marketing campaigns. If you know which customers are similar to each other, you’ll be better positioned to target your campaigns at the right people. Customer segmentation can also help in other marketing tasks such as product recommendations, pricing, and up-selling strategies. Customer segmentation was previously a… This story continues at The Next Web

Shamrock Capital Acquires Bayard Advertising

Shamrock Capital, the parent company of Adweek, has acquired New York-based Bayard Advertising, which specializes in recruitment marketing. Founded in 1923, on Bayard Street in Lower Manhattan, Bayard offers a suite of services, including branding, creative, digital media strategy, programmatic buying, social media engagement and more. “For nearly 100 years Bayard has operated as a…

3 creative ways to use your brand’s data to improve marketing measures

Marketing is an undeniably creative medium. But all too often, I’ve seen marketers lean a bit too heavily on the creative side — to the point where they ignore or overlook the messaging that would have the greatest impact on their customers. When it comes to understanding your customers’ needs and communicating how you can address those needs, you’re going to have to rely on data. While data may not always seem like a natural match with a creative activity like advertising, there is no denying that when used right, it will make all the difference in helping you achieve… This story continues at The Next Web

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