Video Transcript +
The philosophy that organizations talk about being customer-centric which is overused at times, really starts to think about actually recognizing a customer, doing it consistently, doing it in a way that’s underpinned by one platform. An identity platform that’s actually focused around customers, not around devices, not around cookies, but actually people.
An identity solution must be in place in order for a brand to deliver a continuous experience across mobile, across web, even in-store, because it’s the connective tissue for knowing who a customer is.
The identity is absolutely an asset that should be owned and controlled by the marketer. Their customer is their customer. They shouldn’t be renting their customer from somebody and they shouldn’t be giving their customer to somebody.
The easiest way to look at it is the other solutions that have previously existed, you’re essentially renting your own customer relationships. You own your relationship with your customers. Having an identity solution allows you to go forward with control, around a relationships, around how your own destiny is going to drive value to your customers, rather than renting identity from somebody else. It doesn’t make sense to drive long term value for your business.
Identity is at the core of everything a modern brand marketer needs to do to be successful. They have to identify who their customer is, where they are, and what they want. Being able to bind that identity together across a fragmented digital ecosystem is increasingly difficult, and it Signal’s mission to solve that.
What is Signal’s perspective on identity? Hear from CEO and co-founder Mike Sands, Chief Strategy Officer and founder Marc Kiven, CRO Neil Joyce and Jamie Williams, VP of Global Strategic Accounts.
An identity solution must support consistency and continuity.
Brands that want to be customer-centric must be able to recognize their customers consistently across platforms and devices, and engage with their customers on a one-to-one level. Identity is the connective tissue that enables this. An identity solution must be in place in order for brands to deliver a continuous experience across mobile, web, in-store and other touchpoints.
Brands must own and control (not rent) their customer identities.
Just as a brand owns its customer relationships, it should also own its customer identity asset. A brand shouldn’t be renting its customer identities from someone else. Marketers who own their customer identity asset control their destiny.
Identity is at the core of everything a modern brand marketer needs to be successful.
A marketer must be able to identify their customers, wherever they go, and understand what they want. While customer identification is increasingly difficult across a fragmented digital ecosystem, Signal is solving this challenge.
Originally published May 25, 2017
As an industry veteran and the founder of Signal, Marc Kiven has a wealth of digital marketing expertise from senior executive roles at aQuantive (Avenue A | Razorfish and Atlas), Right Media and Centro. Marc serves as a director on the Signal board, is an active participant in the IAB and also a frequent speaker at digital marketing events including OMMA, DMA and TechWeek.