Many brands are operating more than one digital platforms as their user/customer touchpoints, which often fulfill functions in communication, marketing, sales and user maintenance at the same time. With the help of a customer data platform (CDP), the brand can then benefit from a customer-centric marketing system. This has been the most fundamental change in marketing in 2019, and it will maintain the trend in 2020 or even the next five years. Marketing directors must hence possess three types of thinking:
1. Product thinking: to design experiences like ‘sign in and get rewards’ programs or mini-games to ensure customer stickiness and achieve high brand reach.
2. Data thinking: to build and make the most of customer data platforms and customer profiles.
3. User operation thinking: to draw an optimal customer journey map and achieve continuous customer growth.
