From what I can see, CRM can never deliver its hoped-for benefits because of a series of intrinsic, structural flaws in the ways it gathers and uses personal data. In the new digital environment, I suspect marketers are going to have to recalibrate and redirect their customer data strategies - progressively...
So here’s the agenda for reinventing marketing I promised a while ago. First off, we need to recognise the core. Organisations apply knowledge and resources to supply individuals with products and services that are better quality and/or cheaper than these individuals can provide for themselves. This...
If you had to answer the question ‘where is the natural home for knowledge about the customer?’ what would you answer? OK. This is a bit simplistic but it’s also fundamental. The natural home for knowledge about supply is the supplier, and the natural home for knowledge about customers is … the customer...
In my last two posts I talked about two different sources of volunteered personal information: ‘ my head ’ (e.g. my future purchasing plans, my attitudes or beliefs) and ‘the things I do’, which are now increasingly captured via my digital slug trail . The slug trail is important because it creates a...
My last post on Volunteered Personal Information only told half the story. It focused on the information individuals could actively volunteer, if they wanted to. The other half is the information we generate automatically, whether we like it or not. Back in the industrial age, the customer was a stranger...
From my research into Volunteered Personal Information (VPI) I think it is, for most marketers, most of the time. I wrote about VPI in Marketing Magazine last week. The underlying observation is that individuals are increasingly using digital/Internet devices to manage/support all aspects of their lives...
When I was writing my Marketing Magazine article on Volunteered Personal Information I tried as hard as I could to avoid the dreaded ‘P’ word – ‘paradigm’. But in the end I couldn’t because, ultimately, that’s what we are talking about: a paradigm change. Look at any marketing theory or any marketing...
OK, I’m jumping ahead now, but I need to address the question asked in my last post. If individuals only really buy marketing that adds value from their point of view, can we define this value? If we shake off industrial age assumptions (that value is what companies embed into their products and services...
If marketing is a product of its 20th century roots, what are they? In my last blog , I talked about economics, psychology, and technology. Let’s start with technology – which defines what’s possible to do and in doing so shapes peoples’ perceptions of how things work and what’s important. There are...
