Marketing – My Way

Customer experience is the new marketing [PERIOD… mic drop!].

Marketing needs to play a vital role to ignite stakeholders to care for customer goals. In my view, empathy for customer needs and pain points based on observation of behaviour, and their respective stories are the glue that unite all parties responsible for delivering exceptional and innovative customer experience. 

For marketing to be human-centred, we need to understand the complexity of the human experience to build lasting customer loyalty and memorable experiences. Modern marketing requires a seamless integration of the teams working on brand, communications (digital and traditional), interaction design and user experience design. Digital marketing is a misnomer; in my experience of working with Fortune 500 brands and start-ups, siloed approaches within marketing departments and across departments simply don’t work.