Tuesday, February 21, 2006

LEAP to Change the Customer Conversation

LEAP – The Longitudinal, Evolving, Accountable Protocol

Bob Herbold, recently retired EVP for Microsoft and prior to that, Herbold spent 26 years with Procter & Gamble, and during his last 6 years with P & G, he served as Senior Vice President, Advertising and Information Services. In short, Herbold knows what he's talking about when he talks about marketing. Here's what he said about our futures:

"Marketing will change, I think, quite dramatically. You're going to see more brands do good things for people in terms of providing service, as opposed to running a traditional message that pounds the attribute of the brand."

Here's what I say:

The new construct makes four fundamental changes:

Marketing becomes data-driven, targeted, addressable.
Marketing becomes customer-centric and more relevant to customer needs.
Marketing becomes an interactive personalized relationship.
Marketing becomes more measurable and accountable.


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