Five rules of 21st century marketing

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In today’s hyperconnected world, relationships between brands and customers have improved substantially compared to just a decade ago. Yet customers still experience situations typical of a disconnected world, and paradoxically, in the era of big data, the reason lies in the data.

For example, there are hotel chains where customers have the distressing feeling of being unknown after staying more than one, and even many nights, in one of their establishments. We also all know the suffering and continue to experience the frustration of talking to the support agent at the contact center of a communications service provider who has no record of, or even the slightest idea of, the reason for the complaint we made a month ago through the company's website. Finally, we are all used to finding offers and promotions in our inbox that have little or nothing to do with our interests.

All of these examples, which I am sure many people experience all india whatsapp number list in their daily lives, are happening at the same time as we are witnessing the empowerment of the customer. Consumers have never been so aware of the possibilities offered by technology and they see this every day through the use of instant messaging systems, video calls, apps and social networks. Their expectations are very high and they are no longer satisfied with a good product or service, they expect personalized treatment. They do not understand that the brand with which they have a relationship is not able to interact with them through the channels of their preference and they do not excuse being treated as anonymous beings. They want to have good experiences, complete experiences and new experiences; and they are also aware of their ability to express and expand their opinion, as well as their power to influence, positively or negatively through their assessments and judgments.

This customer experience has become, in fact, the most determining factor when it comes to starting a relationship, establishing communication and maintaining loyalty to a brand. And today, 20% of brands already compete in the experience arena and that percentage will exceed 80% in 2020.

Companies and their marketing teams understand that their survival depends on offering their customers the best experience because they know that the future will belong to those who are already working to detect and close the gap between customer expectations and what is currently offered to them. It is evident, and all analysts confirm this, that there is a significant gap between expectations and reality.

When it comes to marketing, this gap is not the result of a lack of technological platforms and tools. In fact, according to the study "Empowering The Data-Driven Customer Strategy", carried out by the international network of marketing executives CMO Council and RedPoint Global, in the last five years, 42% of companies have installed at least 10 solutions for these functions; another 33% between 5 and 10; and 44% have allocated at least 25% of their marketing budget to replacing some technologies with others.

The origin of this gap lies one step lower, precisely, in the customer information databases. Given this reality, the following question must be asked: is it possible, without solving this deficiency, to take full advantage of the multiple existing tools for relating and automate interactions through all possible channels of relationship, whether physical or virtual? It is simply not possible.