The digital transformation involved putting more resources and focus on consumer targets and insights. Serta Simmons used data analysis to better understand its customers. Instead of getting most of its insights from retailers as it had in the past, the company shifted to listening to customers to better understand what they want and need in a mattress. Serta Simmons also uses an innovation team to pilot new ideas, especially related to technology, to create a smoother internal and external experience.
Chief Marketing Officer of Tourism Australia Lisa Ronson says companies shouldn’t be overly rational with customers. It’s a common trap for many brands to over-explain things to customers. Consumers are surrounded by so much noise in today’s busy world—the best way to cut through the noise and make an emotional connection is to ignore being rational. Ronson says the best storytelling is grounded in what people know, but then moves forward. People can’t connect emotionally to a list of facts. After all, an emotional connection, not a rational explanation, is what drives us to change our behavior.
A shifting landscape means B2B buyers now have the power. The space is getting more competitive, so if a customer isn’t happy with the service they are receiving, they can take their business elsewhere. I created a CMO guide to creating a B2B customer experience, read it here
The role of the CMO is changing — instead of just sitting back and overseeing mass marketing campaigns, the modern CMO needs to own the entire customer experience from start to finish. It can seem like an overwhelming task, but it can make a huge difference in creating a cohesive omnichannel experience for customers. CMOs have a lot of responsibilities, but there are three things they absolutely must know when they take on the new role. [...]
Every CMO today is now in a continuous conversation with customers. Due to digital disruption, changing consumer behavior, and integrated technology, the role of the chief marketing officer is experiencing a renaissance. Instead of creating big-picture marketing campaigns, CMOs are now responsible for the entire customer experience. The CMO often owns customer experience from start to finish. This is more than just overseeing customer service and putting out fires when they arise — it involves managing the contact center, understanding customer intentions, applying new technologies like AI and machine learning, and creating a cohesive customer experience. CMOs must understand every …
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There’s no doubt that technology is changing faster than ever before. At the heart of that in the business setting is marketing, which is becoming a driving force behind putting that new technology into action to reach out to customers and make sure a company is communicating in the right way. One of the biggest changes in the tech and marketing world is artificial intelligence, which will play a major role in the coming years. [...]