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Posted by Melissa Parrish on February 24, 2014
One evening in early January, I was stuck at home, suffering through the second in what would become the string of bad winter storms that we’ve all been experiencing. I hadn’t been to the grocery store for the week, and dinnertime was sneaking up on me. I was contemplating the soup that had been in the cabinet for at least 18 months when I received this email from a local restaurant delivery service:
They were delivering! Dinner (plus leftovers) and avoiding the risk of botulism? I was sold.
Clearly this made an impression on me — I mean seriously, I saved a screenshot of an email — and thinking about it now, I know why. It’s because it spoke to me as both a customer and a marketer. This wasn’t part of a planned campaign. The company anticipated and fulfilled an immediate need I was experiencing with the kind of contextual responsiveness we’ve come to expect almost exclusively from social media programs. Delivery Now used the tools and insights already at their disposal to solve a customer problem. Opportunistic? Sure. But it got me what I needed in that moment, so why should I be bothered that they benefit, too?
Applying customer insights and context to provide useful experiences to your audience is just what the Age of the Customer is all about—and it’s what we’ll be discussing at Forrester's Forums for Marketing Leaders this year. We won’t tell you it’s going to be easy to evolve beyond traditional campaign thinking, but the content we'll be presenting will help you get started on the path to post-campaign marketing experiences.
You’ll hear from Forrester thought leaders like:
And you’ll hear from marketers like you who are living this transition today:
I hope to see you in April at the San Francisco Marriott Marquis, where you’ll also be treated to the presentation of the 2014 Forrester Groundswell Awards. For those of you in Europe, I look forward to welcoming you in May to etc.venues St. Paul’s in London.
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