CRACKING THE CODE HOW BRANDS CAN ADD VALUE AND GET CLOSER TO CUSTOMERS

摘要

Every brand aspires to get close to its customers to understand what makes them tick.Those that succeed invariably deliver better experiences that inspire long-term loyalty.Today,the world's biggest brands know us so well they're able to personalise their marketing to match our individual tastes and behaviours.When Netflix recommends you try Better Call Saul,it's because it knows you binge-watched Breaking Bad.The personal approach works-whether it's a Netflix notification or a’programmatic playlist’from Spotify,targeted recommendations-informed by deep learning and vast data-hugely influence the content we stream.Successful brands get so close to their customers,they can tell them what they need long before they know they need it.And we all keep coming back.