The Marketer as the Customer Whisperer
The tail-end of 2018, and especially our Winter print issue, was dedicated to the marketers who make a difference by putting the customer first.
That's a recurring theme we found throughout our search for the Marketer of the Year, as well as our Marketing Visionaries and Marketers of Tomorrow: The marketers who find success today do it by looking out for the customer first.
In this day and age of connected consumers, more and more companies are looking to the marketing department to be their customer whisperers. It's become even more of marketing's role to understand the customers (and potential customers), know what they like and don't like, and be able to get them to respond profitably.
When we asked you to nominate the Marketer of the Year and other folks honored in this issue, "customer focus" came up again and again as the reason for nominations.
That's on clear display in the cover story, where we discussed how the calling card of SunTrust CMO Susan Somersille Johnson is her continuous effort to life customers "onUp" and offer them financial help and empowerment that does not directly benefit SunTrust. It comes up again in "What Makes a Marketing Visionary?" where one of the three key traits identified is being customer-centric. You'll find it again when we talk about Mercedes's Instagram campaign, and in the brief profiles of marketing's Rising Stars.