Share these talks and lectures with your colleagues
Invite colleaguesCase study
How putting the customer at the heart of everything can supercharge growth
Journal of Digital & Social Media Marketing,
9
(3),
214-218
(2021)
Abstract
Building great technology or products only gets you so far. Customers expect more. They expect relationships as well as results. So if you do not know your customers and they do not know you, there will come a time when they start to disengage and your growth will start to plateau. And if you do not know the signals and how to act on them, then you are going to be in trouble. Using AdRoll as a case study we will talk about how to identify this and the steps you can take and the operating principles you need to embrace to ensure everyone is your customer now and into the future.
Keywords: growth; business growth; customer marketing; relationship marketing; content plan
The full article is available to subscribers to the journal.
Author's Biography
Julie Zhou is VP for Growth Marketing at AdRoll. Her team’s mission is to iterate their way to the most scalable methods for growing revenue and customer happiness. Their toolkit includes paid ads, search engine optimisation, content, marketing websites, e-mails, in-app guidance, partnerships, knowledge base, engineer-built tools and more. AdRoll is an e-commerce marketing platform that gives growing Direct to Consumer (D2C) brands the power to connect with customers wherever they are. Our machine learning engine uses established data on 70% of the world’s online shoppers to predict behaviour, ad engagement and store performance better than anyone. More than 37,000 customers globally use AdRoll to personalise, coordinate and evaluate their cross-channel marketing efforts.
