Think targeting ticks customers off? Actually, it’s quite the opposite. Studies show that 41% of consumers would consider ending a brand relationship because of irrelevant messaging.1 That’s why targeted and personalized content is more important now than ever before.
Published By: Polycom
Published Date: Jul 24, 2014
Consumers anoint—and abandon—providers with breathtaking speed, causing seismic shifts in the market. This new era of consumers is also increasingly difficult to define, no longer neatly fitting into traditional marketing segments. With the rise of emerging markets and micro-segments, manufacturing is confronting the challenge of mass customization.
The question is not if or when but how: Customers are demanding variety, and manufacturing companies must deliver.
What’s key to making this work? Big data visibility, flexible processes, and an agile ecosystem that can move swiftly to serve an increasingly fragmenting, but exceptionally demanding consumer base.