Personal and predictive: Why brands need to work from the outside-in

Oct. 26, 2015

“The customer is always right…” It’s something we’ve all heard before, but now marketing teams are starting to see the truth behind it. Rather than building a marketing calendar that’s “inside-out” (promoting what the company wants to promote, when it wants to promote it), brands are being rewired to enable “outside-in” marketing, where customer behavior triggers actions, and those actions are served up individually rather than collectively.

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