Kenna

For all its flaws, social media has become the preferred way for people to stay connected with each other. Yet for too long marketers have failed to take it seriously. The time has come, says social media expert Andrew Jenkins, for marketers to give it the respect it deserves. https://lnkd.in/gKFv_S_q

Since customers should be treated as assets whose value can be expected to increase over time, it is critical to understand how they differ in their investment potential. https://lnkd.in/gdmWRdVM

Marketing today has grown far too complex for decisions to hinge on loose assumptions and guesswork. A more disciplined and fact-based approach is needed, supported by rigorous performance analysis, testing and forecasting, according to Koen Pauwels, one of the world’s leading marketing scientists.   https://lnkd.in/gFrfVb39

The most significant challenge for any company is creating a coherent CX strategy and planning framework that stretches across the organization. That’s because most companies are siloed which results in a fractured experience for customers due to multiple owners of different parts of that experience. Marketing usually owns the "buyer journey", for example, or “loyalty and retention”, but service and support almost always exists as an operational function with its own success metrics and processes. For a close-up look at an idealized framework, just click on the link below.   https://lnkd.in/giGpREhi

No one understands what marketing does anymore, least of all the CEO. For marketing to be seen as more of a difference maker, it must expand its role beyond branding, according to Accenture’s Brent Chaters, and earn a greater say in the strategic direction of the business. https://lnkd.in/gNrbUeC9      

Marketers have long sought to discover the motivations that explain why people make the decisions and buying choices they do. The answer, according to Valuegraphics founder David Allison, is their values. To make more meaningful connections with customers, marketers must first understand how they differ in their values.      https://lnkd.in/g7nvsT7C

If marketers hope to take complete charge of the customer experience, they must start out with one goal in mind: make a meaningful difference in the lives of customers. By knowing what truly matters to customers, they can lead the way in designing a signature experience that will create true brand loyalists. https://lnkd.in/gmxNx5JK

If marketers hope to take complete charge of the customer experience, they must start out with one goal in mind: make a meaningful difference in the lives of customers. By knowing what truly matters to customers, they can lead the way in designing a signature experience that will create true brand loyalists https://lnkd.in/gebcpwdw