Hasta La Creative!

For a few years now, I’ve been speaking and writing a lot about Connected CRM, explaining how to build competitive advantage through targeted experiences that address customer needs and behaviors. Even in that brief amount of time, advancements in data, analytics and technology have propelled our ability to create more personalized engagements across media, channel and device. It is now possible to manage interactions at scale throughout the customer life cycle to optimize the value of customers and segments.

The key word is scale. The rapid digitization of media and channels has created a growingand constantly fragmentingnumber of highly dynamic and addressable audience platforms such as Google, Facebook and Twitter. More than 74% of online adults are active on these networks. The proliferation of these digital audience platforms has created an opportunity for marketers. Major brands are investing heavily in bringing scale to this addressability, and many are shifting their media spend in that direction. Just a couple of years ago you couldn’t target display or search at the individual level; but today, programmatic media buying is the norm.

To take advantage of these platforms, and to create relevant engagements with massive numbers of consumers, brands need to develop a new set of capabilities, tools, metrics and processes, as well as the skills to use them. A new breed of marketer is emergingthe Platform Marketerwho has a deep understanding of cCRM principles coupled with the knowledge and innovative vision to thrive in the ever-expanding digital audience platform environment. Because of the increased complexity involved in leveraging data, technology and analytics in this new era, the brands that are able to capitalize on addressability at scale will create sustainable competitive advantages.

Continue reading at AdAge.com