1. Your best customers
do and
before buying.
Figure it out, and
sales will go through
the .
To take advantage of the new marketing reality
fill in the blanks.
2. WAKE UP AND SMELL
THE OPPORTUNITY
TO INCREASE YOUR ROI.
But Enough about the problem.
Start taking advantage of
new marketing possibilities.
1
Bain&Company,ClosingtheDeliveryGap,2005.
2
Briggs,RexandStuart,Greg.WhatSticks:WhyMostAdvertisingFailsandHowtoGuaranteeYoursSucceeds,KaplanBusiness,September1,2006.
3
ComScore,March2009:ResearchfromeightU.S.brandcampaignswithbudgetsbetween$400,000and$2million.
Think of this ad as a $100 million tip.
That’s how much benefit companies are realizing from better
customer engagement. But if you’re uncertain about who your
best customers are,how to reach them,andwhat messages they’ll
respond to, you’re not providing the best possible experience.
More to the point, you’re leaving money on the table. And you’re
not alone: studies show that 8 out of 10 CEOs believe they’re
providing a superior customer experience, but only 8% of
customers agree1
.
That’s the new reality for marketers.
It’s being driven by consumers with fragmented attention spans,
who are connected to an unprecedented array of devices and
media. Which makes it harder than ever to get through to them:
U.S. marketers waste $112 billion2
of their collective media spend
each year. And even 4 out of 5 targeted online ads fail to reach their
intended audience3
. Because the old models of how media and
messaging work don’t work anymore.