Hasta La Creative!

In business, the dichotomy between winners and losers is growing starker each year. Fortune 500 companies in the retail and consumer packaged goods industriesonce the bedrock of the marketplaceare hemorrhaging customers and sales, unable to keep pace with the rapid changes in the way consumers shop and conduct their lives. Meanwhile, a cadre of “new” blue chipsApple, Alphabet, Facebook, Alibaba, Amazonand a host of smaller insurgents including Tesla, Uber, Lyft and Airbnb continue to grow like gangbusters. All of these companies have reimagined a business model that should remain relevant for years, thanks to their ability to consistently deliver a better customer experience.

So who will be tomorrow’s winners and losers? If past is prologue, only companies that have the foresight and the fortitude to adapt to fundamental shifts in consumer behavior will survive and thrive.

For marketers, this means committing to leveraging all available assets (e.g., data sourcing and investment) in order to understand customers better and to speak to them in more meaningful ways. Today’s customers demand not only personalized interaction but also impeccable timing from marketers; companies must reach individual customer in exactly the right moment with a genuine and resonant message. To perfect such an approach, marketers should adopt a measurement model that gets closer to the moment of truth by relying on metrics that are directly connected to sales.

Continue reading at AdAge.com