Are your customers aware of the value of their data and their role in a value exchange model? And if not, should they be?
In the first article of this series we discussed the existence of a value exchange, and the ambition of brand marketers to elevate their relationship with consumers from a commercial to an emotional one. What is clear is that wherever a particular brand is on this journey; information and data are critical elements in helping them understand customers. Without these elements, any form of interaction will simply not work.