The customer is boss

Excerpt of "Customer Engagement Starts With Understanding The Customer" by John Hoholik via CMO.com

Excerpt of "Customer Engagement Starts With Understanding The Customer" by John Hoholik via CMO.com

Too often campaigns are created for the 'wow' factor or the 'carnival fun' factor and end up with a lot of waste e.g. unmemorable experiences or a ton spent on free giveaways for people who have no intention of engaging with your brand. The onus is on the brand to understand who their customers are and start with what is important to them. Any campaign that does not start there, is a campaign set up to fail.