After decades trying to fill the famous leaking buckets of their brands – continually flooding them with new customers earned by acquiring dollars instead of breaking holes with retention expenses – traders end up reversing the trend.

According to a recent Gartner survey of marketing managers, marketing managers now allocate two-thirds of their budgets to customer loyalty and growth initiatives to increase the value of their lives. This is a drastic change from last year, when the results of a CMO survey conducted by my employer revealed that marketers were still spending three quarters of their budgets. marketing on the acquisition.

Why the sudden change? Because the disruptive wave of Amazon, the most valuable brand on the planet according to the Brand Finance Group, continues to grow, leaving behind a demanding, inconstant and experience-driven market.

Leveraging all customer data to innovate and deliver more exciting deals, Amazon continually encourages consumers to come back and spend more – and brands that have not adopted customer-centric strategies remain afloat.

[Read the full article on MarTech Today.]


The opinions expressed in this article are those of the guest author and not necessarily Marketing Land. The authors of the staff are listed here.


About the author

1510676065 940 how the customers identity brings the wow factor back to black friday - Rapid changes in marketing spending are not enough to stem the Amazon tide

Mike Sands is the CEO of Signal. Prior to joining the company, he was part of the original Orbitz management team and held the positions of CMO and COO. While at Orbitz, Mike helped launch the company’s IPO at the IPO and then through two acquisitions (Cendant and Blackstone). After Orbitz, Mike joined The Pritzker Group as a partner in their Private Equity team. Mike has also held senior positions at General Motors Corporation and Leo Burnett. His work at General Motors led him to be named “Marketer of the Next Generation” by Brandweek magazine. Mike holds a Bachelor’s degree in Communication Science from Northwestern University and a Masters in Management from the J.L. Kellogg School of Management.

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