Leading Edge

Consumers Define Their Marketing Experiences

In the digital age, marketing is increasingly customer-centric and personalized.

September 1, 2013
In the digital age, marketing is increasingly customer-centric and personalized.
 
Marketing must become always “on” and relevant to specific audiences, according to McKinsey & Co.
 
Demands on marketers will increase in four areas as consumers expect:
 
1. Immediacy. People will want to interact wherever they are and at any time.
 
2. Empowerment. They’ll want to do truly new things as technologies create value for them, by deploying information from financial accounts or data on physical activity, for example.
 
3. Personalization. They’ll expect stored data to precisely target their needs or to personalize their experiences.
 
4. Simplicity. They’ll expect all interactions to be easy.