October 29, 2015
RAPP NY’s Managing Director, Rick Doerr, shares his point of view with MediaPost.
“5. We’re doing CRM all wrong
The traditional customer relationship management strategies are antiquated. What once worked is now ill-equipped to meet the technology and consumer desires of today. Customers are now in control choosing when to opt-in to the marketing game. They have grown tired of having advertisements pushed upon them, as evidenced by mobile ad blocking apps skyrocketing to the top of the IOS app store chart after debut day. When companies focus their energies on personalizing their marketing strategies to consumers’ vast and unique needs — which we call CMR or customer managed relationships — is when they will truly be successful.
The role of the CMO will only become harder and more complex. We are now on the cusp of a new shift – one in which CMO’s and their executives will be forced to adapt in an era of the consumer. The only way to do this is to give customers more autonomy. Instead of pushing ads they don’t want or need and fervently tracking their every move, we should stop and ask them, “What do you want?” Then we should deliver something even greater, smarter and unexpected.”
Read the full article here: