Achieving digital-focused brand leadership

September `21 Issue

Leading digital-focused brands deliver true, one-to-one, personalized experiences across all channels. Amazon's product recommendations, for example, are derived from tracking customer behavior across all digital activities. Machine learning algorithms combined with marketing data & insights enable a significant advance over purely past-based models. Proactively offering needed products or solutions is not only more effective - 33% of all customers even expect brands to anticipate their needs (LiveArea, 2021). In doing so, it is important that the customer picture is gradually completed and continuously improved.
First-party data, when supplemented with external data, can provide very robust customer profiles that bring significant improvements in performance. However, organizational change is particularly important - and experience has shown that it is both highly relevant and challenging, especially for B2B companies.
Our digital brand leadership framework can also help here to discover and use the appropriate path for one's own brand:

Click here to discover your potential path.