Data

A discussion with executives from any of the major branding and advertising networks will reveal a pre-occupation with data.
Data which might reveal the true nature of customers – their behaviour, their preferences, their intentions.

The compilation and analysis of this data can craft or modify content. Content is what an enterprise has to say and the manner in which it is said.

This may be as simple as product placement on supermarket shelves or as complex as an entire integrated marketing campaign or product development.

The risk is that data-influenced customer experience may still be misaligned.

This is an era where influence will flow from the customer.

Your brand will become what customers say it is… and not what marketers define it as…

Customers are powerful. Never have we seen such choice and options. Customers have influence – and as a collective they are a superpower – able to promote or devastate entire brands. The internet is their instant medium.

More often they will do business on their terms – not accepting company-centric impositions. They will seek to be known and recognised. By stealth they will gain more control.