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08/06/2011 by

What CMO’s Could Learn From

Amazon is the global eCommerce leader. The entertainment giant sold for $34,2 billion in 2010. Founder and CEO Jeff Bezos, has injected innovations and intensity to his platform since day one. The key to success lies in the personalized customer experiences.

A constant flurry of recommendations, related items, and new product ideas – driven by a smart CRM engine that enables cross-selling and up-selling based on real-time sales data and consumer browsing activities.

By smart engagement and recommendations, Amazon keeps pulling consumers gently through their funnel towards preference, loyalty and advocacy.

The problem with mass media communications is that lame ads and lousy TV commercials are repeated far too often. Hammering consumers again and again with the same message without any interactions, is simply not engaging modern consumers any longer.

We do believe in the power of traditional mass marketing and push: it still works every now and then. But we feel that the power of the Amazon approach is proving CMO’s new actionable insights. Insights that will enable CMO’s to re-engineer their brand experiences from the ground.

So why not combine push and pull every now and then? A bit less money invested on the promising side (TVC’s) and a bit more money invested on delivering a great brand experience?

That great experience (and not the ads) will fuel advocacy and will make people want to tell their friends: “Hey, it’s great to be a customer at, maybe you should become one too.”

What About You?
What do you like about Amazon’s strategy and marketing? I’d love to read your ideas in the comments below.

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About the Author
Igor Beuker was CMO at 3 listed companies, chairman at the IAB, jury member at Webby, AMMA and Esprix awards, founder of 3 digital agencies (sold to WPP) and global chief social officer at Mindshare. Now he is ‘freejack’ consultant and a sought after keynote speaker.


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