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How to Build a Marketing Strategy Based on Customer Strategy

This is how the typical brand experience is built: Corporate goals are set; the brand team and product team each use those goals to define their objectives; these are further broken down into goals for each channel and media as those teams design, execute, and measure their own touchpoints. Everything happens in silos ... and the customer strategy just kind of ... happens.

Sound familiar?

The Platform Marketer must shift their focus from touchpoints to the customer journey. Consumers don’t build relationships with businesses on a single touchpoint, but on the sum of interactions. Those interactions must be intentionally orchestrated to drive efficiency, customer value, and a relevant, cohesive customer experience.

That is a true customer strategy; and it not only requires the prioritization of customers based on financial value and point optimization but also reorganizing how brands have done marketing strategy for decades. Begin with establishing your corporate goals; then design the overall customer journey, translate that into specific interactions, execute and measure. Then starting the process again, constantly optimizing and refining.

Customer experience should no longer be a by-product of a brand’s marketing strategy, rather than the vision that drives it.


DMP Sources and Uses

DMP Sources and Uses

Data Management Platforms are real-time databases that collect first, second, and third party data across different channels, analyzes and visualizes it to understand performance and other business metrics, and further syndicates it to downstream systems to affect your marketing programs.  

Conversion Ratio to Level of Targeting

Conversion Ratio to Level of Targeting

The conversion ratio to level of targeting shows the incremental lift when companies employ targeted, personalized experiences.