Digital is no longer a channel. It is the modus operandi for consumers, marketers and successful corporations. And getting digital right demands the ability for companies to deliver the right content at the right time to the right place—and at scale. It’s about delivering truly relevant and personalized customer experiences that secure buyers’ intent to purchase and keep them coming back.
Efficient production, personalized delivery and reuse of content across platforms, countries, languages and agencies are required to make the most of digital and drive superior marketing performance. Many companies are finding that cloud-based digital marketing platforms provide the foundation to deliver the most relevant customer experiences at scale, optimizing marketing performance.
Contemporary digital marketing platforms are highly flexible and facilitate a seamless and relevant end-to-end customer experience across continually evolving digital channels. Integrated marketing platforms include four building blocks:
Data: The foundation of the integrated platform. Integrated platforms should be able to collect, manage, and execute on the data that is captured through the dialogue with the customer. This includes Web clickstream data, social media, mobile, video, customer relationship management, call centers, point of sale and third-party marketing systems like email or ad serving.
Content: The substance of the conversation. Content is what drives meaningful, relevant connections with customers and, as such, is a mission-critical asset.
Analytics and Reporting: Insight to deliver relevant experiences. An integrated analytics infrastructure provides the insight critical to deliver relevant experiences, monetizing content value and maximizing return on marketing investment.
Optimization: Taking action to optimize return. Optimization requires using rich data and content to deliver the highest return on marketing spend and efforts.
To give the customer center stage in the organization of tomorrow, it is imperative that executives embrace a technology strategy driven by customer-centric digital platforms. Some keys to success include:
Awareness. A first step toward mindset change and organizational readiness is to educate the organization on the full capabilities and benefits integrated digital platforms can provide.
Governance. While there is no one “right” organizational approach to govern the customer experience, many companies are finding that chief marketing officers are naturally positioned to evolve into the chief customer experience officer or CXO.
Skills. The integrated platform approach also demands a complex mix of skills. Some companies are using a center of excellence structure to use valuable skills most effectively and efficiently across the organization.
Outsourcing. Choosing a cloud environment managed by a technology and services provider may be the most direct path to delivering results.
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