CUSTOMER EXPERIENCE
Do you understand your audience – or do you just think you do?
According to Jeremy Jones, Global Head of Creative at Intuit Mailchimp, one of the biggest pitfalls a brand can fall into is“ creating content for the brand, instead of the consumer.”
Marketing content and communications, he says, should always begin with a“ genuine understanding,” of who a brand’ s audience is.
“ At Mailchimp, we operate a collaborative model across creative, marketing and analytics,” Jeremy explains.“ This means customer insights shape campaigns from the beginning.” This is particularly important when targeting today’ s digitally native audiences, says Jeremy.
“ Modern customers are highly discerning,” he says.“ That requires marketers to create authentic content that showcases a brand’ s values, culture and personality – delivered through transparent communication, honesty in messaging and a commitment to delivering on brand promises.
“ Marketers must remember to speak to their audience as real people. Meet them where they are. Show them you understand them.”
Authenticity at scale“ It was already hard to stand out and be authentic,” Jeremy says.“ And now, with AIgenerated content flooding every channel, it’ s even harder and more important than ever.”
98 November 2026