Wednesday, September 14, 2011
Consumers are interacting with brands in real time across email, mobile, social media and the Web – often from the phone they carry in their purse or pocket. It’s a new real-time reality that creates tremendous opportunity for brands to engage, yet many still fall short – siloing interactions to online and offline teams and delivering brand experiences that are far from ideal.
The best minds in marketing have joined us at Connections 2011 to empower marketers with new ideas, innovations and products to meet the needs of today’s hyperconnected consumer. From eMarketer’s Geoff Ramsey to Wikipedia’s Jimmy Wales, we’ve heard a myriad of great ideas and inspiring anecdotes – all of which center on truly understanding and answering the needs of consumers with experiences, technologies and communities that deliver relevant and powerful engagement.
A new imperative has emerged for marketers – Marketing to the Power of One. It requires marketers look beyond a single email, tweet, wall post, web visit, online purchase or in-store transaction and connect the dots to truly understand each consumer. Most importantly Marketing to the Power of One requires marketers harness the power of that understanding to interact and engage in real time with the context and care that comes from that cross-channel view of each consumer.
Over the past 24 hours, we’ve unveiled a host of new technologies that pave the way for marketers to realize the vision of Marketing to the Power of One. I encourage you to take the time and view the announcements, but know that realizing the Power of One requires more than software. It requires a passion to serve consumers and a commitment to the journey. I look forward to joining you on the journey.