It seems obvious. If you build a rapport with your customers, and you have something they want, then they will buy from you again and again. We want to know what builds this rapport. We know creativity, data and technology are factors but we don’t know how the interplay works. That’s why we developed our Customer Engagement campaign, to find out what makes brilliant engagement, for the benefit of marketers and consumers everywhere.
Chair of the DMA's Customer Engagement Committee, Scott Logie, takes on the robot hordes that terrify so many marketers - and finds that reports of the death of human-driven marketing are greatly exagerrated
Data is essential for advertisers and marketers to make their messaging relevant to customers. First party data from within the brand is a key building block, but third party data can often be integral to providing a clearer picture of a customer’s preferences.
Scott Logie is MD of REaD Group Insight and the Chair of our Customer Engagement Committee. Here he tells us of his love for segmentation and what getting this right means for marketers looking to engage diverse audiences.