In today’s current environment, marketing feels more about cost and efficiency than about creativity — the balance between art and science is askew. The relentless pressure to achieve more with fewer resources, amid stagnant budgets and the ongoing need to demonstrate their value to leadership, coupled with looming market challenges, has left marketing leaders besieged by both internal and external forces.
One of the barriers, which is partially self-inflicted, is that marketers have been all about the customer, but not in the way that they should. They have been adding more to the experience, more channels acquiring more data, but to no avail. A mere 5% of customers recalled a memorable and valuable digital interaction with a brand.
