How a Customer-Centric Mindset Unlocks the Full Potential of Your Marketing Strategy w/ Diana Haussling, Vice President and General Manager of Consumer Experience and Growth at Colgate-Palmolive

Beyond Conventional Marketing: A Marketing Leaders Guide to Digital Consumer Experiences

A customer-centric mindset helps you to better understand your customer, build more targeted messaging, and tailor experiences to their needs. Of course, there's more to it. Diana Haussling, Vice President and General Manager of Consumer Experience and Growth at Colgate-Palmolive, joins us to share why a customer-centric mindset is essential for your marketing strategy.

In this episode, we discuss:

• How to build a seamless customer experience
• Elevating the consumer journey
• The importance of leveraging consumer data

Keywords

• customer-centric mindset
  

URL

customer-centric-mindset-diana-haussling

Heightening Customer Experience

Every person can be a consumer of Colgate-Palmolive, which expands its opportunities on the marketing side. The company puts the customer at the center of everything it does, focusing on anticipating its consumer's needs and engaging with them thoughtfully across all channels. Also, leveraging consumer data is critical for understanding, personalizing, and elevating the consumer experience.

“Our primary focus is on anticipating the needs of our consumers, making sure we create a product experience that has the quality and efficacy they're looking for, and sometimes even more than they expected”

How to Adapt Your Marketing Strategy to the Consumer

The consumer has evolved and changed, thus requiring businesses to adapt their marketing strategies. Your traditional ways of working might be good. However, the consumer should be at the center of everything you do, which requires you to rethink how you approach marketing, engage with consumers, and help them see the relevance of your products in their lifestyle.

“The advancement of retail marketing and the ability to connect to that consumer all the way through to the point of purchase means that we, as marketing organizations, have to rethink how we approach our planning and consumer experience.”

The Evolution of Marketing

Although the marketing basics of understanding consumer needs, building a brand, and driving demand generation remain unchanged, the way businesses engage with consumers has evolved. With the rise of digital marketing, companies can now connect with their audience across various channels and formats, making it a crucial component of any effective marketing strategy. It's important to consider how these different touchpoints impact the consumer and understand their behavior in each of them.

“The evolution of what it means to be a marketer today means that you're selling a product that most likely can be sold digitally. It means that you're connecting with consumers in multiple different channels and multiple different formats.”

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