CUSTOMER-CENTRIC MARKETING

Are you ready to
build a customer-focused business?

Be ready for what’s next with

customer-centric
marketing

Today’s digital platforms provide marketers with more moments than ever to reach people with the right messages at the right time.

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That’s customer-centric marketing.

But first, you have to understand your audience.

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It means being ready to attract and retain the customers who will bring the greatest value to your business

— now, and in years to come.

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“fun things to do with kids”

“best running shoes”

Search.

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And the richest, most timely source of insights into the needs of your customers is

“new comedy movies”

Search is one of the best intent signals, and adept marketers will continue to unlock how search behaviors can drive personalization at scale across other channels.”


CEO, Dentsu Media Americas

Doug Rozen

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CUSTOMER-CENTRIC MARKETING

CUSTOMER-CENTRIC MARKETING

But how can we make the data at our fingertips do the work to capture
the most profitable clicks in real time?

The answer is
automation.

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It can prepare marketers to make sense of data and to reach the most profitable customers today.

Automation can also help identify when higher costs per acquisition are justified

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— based not just on profits from single conversions, but according to lifetime customer value.

select the
best-performing
ad creative, and
set optimal bids.

Search automation
is already helping
advertisers find

customer queries,

sustainable growth.

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It’s also helping marketers find early-stage

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Automation gives marketers a sharper lens to see their customers through and to add value.

20%

better campaign metrics over time.

Research shows that companies using advanced data-driven tools can produce up to

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1

But the most effective marketing still

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relies on people.

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A lot of organizations think automation leads to savings, but the goal of automation is to release the human from the robot and create capacity for thought.”


CEO, Dentsu Media Americas

Doug Rozen

CUSTOMER-CENTRIC MARKETING

CUSTOMER-CENTRIC MARKETING

Another key aspect of customer-centric marketing is personalization.

Nine in 10 internet users aged 16–74 say they are more likely to shop with brands that provide offers and recommendations that are relevant to them.

3

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And video also has a big role to play.

Dynamic video ads
let marketers create thousands of potential iterations to customize
for any audience or moment.

Martin Renaud


EVP AND CMO, Mondelēz International

Consumers are more diverse, asking for different content and products adapted to their needs.
If we want to be
consumer-centric, we
need to recognize that.”

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CUSTOMER-CENTRIC MARKETING

With customer-centric tools, marketers can identify opportunities early in the purchase journey,

reach the right audiences with personalized messaging,

and cultivate meaningful relationships that generate value over the long term.

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