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A lot of ink has been spilled about the idea of creating a great customer journey. But according to Judd Marcello (LinkedIn | Twitter), EVP of Global Marketing at Cheetah Digital, creating a customer journey is impossible in today’s digital world. You simply can’t dictate how a customer will come to your brand and go through the buying process.

On this episode of Marketing Trends, Judd explains why marketers should focus instead on observing consumer behavior and responding to it. He also talks about coming up with unique, effective customer loyalty programs, his best advice for a first time head of marketing, and much more.

3 Key Takeaways:

– Customer journeys can’t be dictated to the consumer. Instead, marketers should think about observing customers’ behaviors and facilitating a great experience from there.

– In order to be successful, customer loyalty programs need to offer unique value. It isn’t enough to offer a points program that looks like every other customer loyalty program out there.

– Every action you take reflects your brand. Everybody in the company is responsible for loyalty, and it will be reflected in everybody’s actions.


Judd Marcello is the EVP of Global Marketing at Cheetah Digital. Judd oversees a global team that is responsible for all aspects of the brand, demand generation, digital marketing, corporate communications, and sales development. A marketer at heart, Judd has more than 20 years’ experience delivering high-impact B2C and B2B marketing leadership in the software, consumer packaged goods, consumer electronics, and food and beverage industries across the UK, US, Australian, and European markets. Prior to joining Cheetah Digital, he held senior marketing roles at several companies, including Canon, Salesforce, ExactTarget, and Smartling.


“Instead of being a series of steps that lead to a place, it’s a one-step-at-a-time journey.” – Judd Marcello

“Delivering unique value, delivering a differentiated or personalized experience, is what will motivate that customer to take that next step with you.” – Judd Marcello

“If you can hit them with the marketing and with the product and make them feel like this is the brand that is looking out for me—that’s a win.” – Judd Marcello


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