Teradata Chief Marketing Officer Lisa Arthur discussed how an organization can simplify its marketing during her presentation at the 2015 Chief Marketing Officer Leadership Forum in Atlanta on May 28. In her presentation, Arthur noted that marketers should strive for individualized, not personalized, marketing.
Arthur pointed out that profiling consumers based on demographics is insufficient for today’s marketers. Instead, Arthur said marketers should focus on human behavior. By doing so, Arthur noted that marketers can deliver outstanding support to clients, and ultimately, bolster their customer satisfaction levels: “We as marketers have almost become the used car salesmen of business because it’s about pushing and pushing and pushing. Think about the very words we use. … We’ve got to change. You’ve heard a lot of about technology today and I’m not going to talk about technology because technology is not the issue. It’s human behavior and we have got to stop.”
In addition, Arthur said individualized marketing ensures an organization can maximize the value it delivers to its clientele. An individualized model also enables an organization to reap the rewards of engaging interactions with consumers, Arthur said: “It’s important to get to that individualized model. It means a value exchange; it means looking at people as people, not numbers in mass segments. It means that we take every interaction, we take that data and we use it for belter insights and better interaction in the next one.”