Digital Disruption Makes Marketers' Job Tough
For any marketer, the key is to offer the best customer experience and forge brand loyalty. But most are still struggling to make their mobile, social and web channels work together to provide a more enriching and engaging experience, a recent report found.
According to a recent study released by the CMO Council, “Brand Attraction from Enriched Interaction”, marketers still lag in creating multi-channel, digital marketing campaigns that reach and resonate with diverse, micro-audiences worldwide.
The latest study, sponsored by IBM Digital Experience, revealed only 19 per cent said they are extremely good or very good in this area. In contrast, 45 per cent gave lacklustre grades on their ability to captivate and engage customers, partners and employees through fully integrated mobile, web and social channels. This compares to just 21 per cent who said they were very proficient.
“Digital marketers are challenged to create an end-to-end, multi-channel experience that engages and enlivens customer, partner and employee audiences with more compelling and relevant content-driven commerce and conversation,” said Donovan Neale-May, Executive Director of the CMO Council, which has nearly 10,000 members in 110 countries.
“Driven by the forces of cloud, mobile and social engagement, businesses and brands are experiencing a digital disruption that is revolutionising every interaction with their diverse audiences,” vice president of digital experience software for IBM Systems, Gary Dolsen, added. “When marketers create a personalised and tailored interaction for a specific audience on the right platform, businesses and brands will create emotional engagements, which will grow relationships and encourage loyalty while influencing behavior or purchase decisions.”
The council’s research was based on input from 287 marketing leaders across all regions of the world. The advent of the smarter digital enterprise, the new API-driven economy and the disruptive potential of the “Internet of things” with the ability to gather real-time data and intelligence are most likely to impact how companies market, operate, and engage with customers in the coming years, says the research.
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