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“A dry martini. One. In a deep champagne goblet. Three measures of Gordon’s, one of vodka, half a measure of Kina Lillet. Shake it very well until it’s ice-cold, then add a large thin slice of lemon peel. I never have more than one drink before dinner. But I do like that one to be large and very strong and very cold, and very well made. I hate small portions of anything, particularly when they taste bad. This drink’s my own invention. I’m going to patent it when I think of a good name. Got it?”Casino Royale, Ian Fleming, 1953
Your customers know exactly what they want. They have very particular tastes. The big question is how do you find out the magic ingredients which make them happy?
Customer managed journeys and actionable journey insights will give you the unique recipe to make every single one of your customers happy.
John Hegarty, founder of Bartle Bogle Hegarty, spoke at Advertising Week about the need for creativity in data: “what’s important is how you use it [data]…Furthermore if you all use the same data you all end up in the same place, where the idea of a brand is difference, so you need to pursue the power of difference.”
The age of the marketing monologue (blockable by ad blockers) is finished. This is the new enlightened age of actionable insight. Brands who listen to their customers and enable customer managed journeys using actionable journey insight will add value in the magic moment of the here and now. Only they will discover the power of difference – and happy customers.