The Art of Creating Attractive Consumer Experiences at the Right Time: Skills Marketers Will Need to Survive and Thrive

Publications

Lemon, K. (2016). The Art of Creating Attractive Consumer Experiences at the Right Time: Skills Marketers Will Need to Survive and Thrive. NIM Marketing Intelligence Review, 8(2), 44-49

Year

2016

Authors

Katherine N. Lemon

Publication title

The Art of Creating Attractive Consumer Experiences at the Right Time: Skills Marketers Will Need to Survive and Thrive

Publication

NIM Marketing Intelligence Review

Katherine N. Lemon

New technologies have made today’s marketing faster, more mobile, more location-based, more digital, more virtual, and more automatized than ever. In this new world, marketers need to be “real-time relevant” – to gain awareness, to change perceptions and to spur action. They need to have their content in the right channel, format, time and context – from a consumer’s perspective. Only then do they at least have a chance of the consumer attending to the information and being influenced by it. In such an environment new skills and competences are required.

The amount of available data has virtually exploded. To gain any perspective or apparent “control” in these environments, successful managers must embrace the complexity and learn to analyze, integrate and interpret all this data. A critical skill for marketers will be to identify the metrics that best reflect the desired outcomes of the organization and that sufficiently reflect specific indicators of critical processes. Furthermore, insights from other disciplines such as architecture, design, information-processing, biology or engineering will be important for creating customer experiences. The marketer of the future will need to be supremely curious and creative and to balance and integrate different worlds. It will all come down to delivering memorable and lasting experiences in a constantly and fast changing environment.

Authors

Katherine N. Lemon, Accenture Professor and Professor of Marketing & Executive Director, Carroll School of Management, Boston College, USA & Marketing Science Institute, USA, kay.lemon@bc.edu

Share Publication

Copy link

Suggested Citation

Lemon, K. (2016). The Art of Creating Attractive Consumer Experiences at the Right Time: Skills Marketers Will Need to Survive and Thrive. NIM Marketing Intelligence Review, 8(2), 44-49

Here you can find more exciting articles of this issue.

To the entire issue

Increasing global digitalization brings huge amounts of data. Finding a successful way to handle all this data and to transform it into …

The synergistic use of computer science and marketing science techniques offers the best avenue for knowledge development and improved …

The explosion of available data has created much excitement among marketing practitioners about their ability to better understand the …

Location data has become more and more accessible. Smartphone applications such as location-based services collect location data on a …

Big data contains lots of information about consumers and allows companies real-time and data-assisted decision making to gain significant …

While many traditional retail banks are struggling with a business downturn, the direct bank market is enjoying steady and respectable …

Big data will change market research at its core in the long term because consumption of products and media can be logged electronically …

Scroll to top

Other articles of the MIR issue “Marketing and Data Science”