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In today’s environment, acquiring, retaining, and maximizing profitable customers is as challenging as ever. Marketers are faced with one of the most dynamic climates in recent memory. The marketing landscape has fundamentally changed. Media fragmentation options, rapid technological advances, and the consumer’s ability to increasingly influence the marketing dialog all combine to wrest control and accountability from marketers. Despite all of this, demand on the marketer to improve revenue growth, market share, and profitability has not diminished.
In response to increased pressure, marketers have focused on improving efficiencies, lowering costs, building more effective infrastructures, and shifting more dollars to addressable digital mediums. While these strategies typically yield a short-term benefit, they fall short of producing sustainable, long-term increases in financial performance.
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