Now more than ever, there is a digital expectation from your customers. They expect easy access to information when they want it, how they want it, and from wherever they are. To successfully deliver this digital expectation, it means getting to know your customer as people, not transactions, before you can drive deeper engagement. No wonder 85% of CEOs said getting closer to their customers is a top strategy, according to a recent IBM study.
Driving digital engagement takes executive vision, customer insight, flexible technologies and great employee alignment across traditionally siloed business units. One of the biggest barriers to delivering an integrated digital customer strategy has less to do with the technologies deployed, and more with aligning executives and employees around a single, shared vision.
The highest paid marketing execs also use big data to optimize customer analytics and insights and deploy marketing automation solutions to improve campaign effectiveness. Donovan Neale-May, executive director of the CMO Council, says that with digital being the “hot topic” right now, the number one project marketers should be focused on is “giving their digital marketing a makeover”. “This extends marketers’ domain into customer service, support and experience, it drives revenues and feeds into e-commerce. Digital marketing underpins operationally many facets of the business,” he says.
For marketing leaders, this has forced some serious soul-searching on how to meet these challenges. Gartner turned this into an ongoing research series designed to identify the patterns and exemplars behind the CMO transformation. They found that digital CMOs need to shift from finding customers to getting found; shelve the commercial pitch in favor of authentic storytelling; break through silos to erase seams between channels and experiences and use data to target precisely and measure relentlessly.
What would you add to this list? Let us know and as always stay #TopRight.