Marketers, think outside the list

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As marketing evolves, it’s imperative that business leaders and marketers constantly assess their approaches and rethink their customer and prospect engagement strategies. I often write about customer data as corporate assets, but the language, tools and activities around customer data are changing.

Shifting from lists to audiences

Companies that are on a path toward marketing transformation need to be able to build personalized experiences based on real-time data in every channel. Some even want to monetize their audiences by selling access to them (or by not having to pay others for data on their customers).

One of the big paradigm shifts is the idea of thinking of customer data as an “audience” versus a “list.” Depending on your viewpoint, one could consider the two to be the same, but they are not. Yes, they comprise the same people, but the way they are organized, treated and managed is fundamentally different.

[Read the full article on MarTech Today.]

Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. Staff authors are listed here.

About The Author

Jose Cebrian is Vice President and General Manager of Email and Mobile Messaging for Merkle. He came to Merkle after spending nine years at Acxiom, where he grew to Managing Director, Global Client Services for Digital Impact, Acxiom’s email and SMS division. Jose led a global team responsible for optimizing interactive direct marketing campaigns across the web, email, and mobile.


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