The current pandemic highlighted what customers really cherished – including it seems toilet paper, pasta and gallons of hand sanitiser, and it also brought about an increase in ecommerce spending. For marketers who had obsessed over customer experience and engagement for the last few years that meant recalibrating the relationship
There are three layers of trust at which brands need to excel if they are going to build genuinely engaging relationships. However, understanding this alone is not enough. Trust in business is a currency that has value and is fundamental to financial growth in the experience-driven economies we see today.
Customer segmentation is a tried and true part of the marketer’s arsenal. Widely used to drive differentiation in brand communications both above and below the line, segmentation is traditionally sample-based and insight-focused — designed to build marketers’ understanding of who their customers are and how they relate to brands