Consumers know how to judge the quality of marketing messages. In their mind, that quality has a direct connection to the quality of the brand and the quality of products. However, only 23% of consumers truly believe that retailers understand their wants and needs.
Can brands rise to the occasion and close this relevance gap? Michael Osborne, President of Wunderkind, thinks so. His company has worked with brands like Macy’s, Kendra Scott and UNIQLO in their quest to create more personalized marketing journeys across all channels, and he has some insights, and lessons, to share. Listen to this episode to get his take on:
- Marketing’s unique role in revenue generation and loyalty creation;
- Why new shifts in data privacy regulations are creating urgency for marketing teams to generate first- and zero-party data through “owned” channels; and
- The hidden risks of leveraging highly intimate channels, such as text messaging, without the appropriate messaging and personalization strategy.