The debate about how much the customer controls their relationship with a brand relationship. Every company, large and small, agrees, willingly or not, that the customer owns and defines that relationship.
Where the disagreement continues, from a brand’s perspective, is what to do about it. The belief is that if marketers understand what the customer does, where they go, and what content they seek, then the brand can influence the customer’s purchase decision. To that end countless amounts of budget, time, and resources have been invested in personas, programmatic advertising, digital customer experience, journey mapping, etc. all in the attempt to spot key customer actions. With insights in hand, marketers and Sales believe they can interact with customers at those pivotal moments and shape preference or intent.
Image via rachaelvoorhees