Tag: Customer relationship

Owning vs Renting the Customer Relationship: What Is Best For the Future of Your Brand?

November 10th, 2020 | Jed Schneiderman, marketing, mobile and tech executive

Charles Dickens was famous for this opening line in A Tale of Two Cities – “It was the best of times, it was the worst of times”.

Thinking about marketing these days, it does feel like marketers are enjoying “the best of times,” in that messages can be tailored and targeted to very niche audiences, return on investment can be precisely measured and consumers can be reached on-line and off-line.

Yet, some days it also seems like “the worst of times” in that there is so much fragmentation of audiences across multiple platforms that it makes it difficult to promote a brand’s message and map the consumer journey…

Read More