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The changing CMO agenda

29 April 2016
by Adam Oldfield

It’s a fact we’ve all come to realise – customer expectations are higher than ever before.

Largely as a result of technological innovations, the demands being placed on brands are constantly changing. Customers now expect free delivery on a Saturday, live online chat instead of call centre queues, readily-available reviews to inform their purchasing decision and EVERYTHING accessible from a smart phone.

The list could go on. But what does this all mean for the world of marketing?

Put simply, the increasingly consumer-centric world in which we operate is forcing the evolution of the CMO agenda.

Now here’s the detailed bit:

  • Rather than concentrating on customer acquisition, the focus should now be customer retention. It takes five times more effort to win a new customer than it does to retain them, after all. Customers are becoming more discerning in terms of what they look for and value in a brand, and they are more than willing to go elsewhere if their needs remain unsatisfied. So, does your marketing automation platform support your customer retention strategy?
  • Whilst many people are still talking about the big data phenomenon, it’s actually predictive analytics that matters. How you interpret and make use of data to drive more personalised, relevant and profitable communications is what’s really important.

  • Marketing teams now need staffing a little differently – something B2C brands have, on the whole, recognised sooner than their B2B counterparts. It’s not unusual to now see a creative genius working alongside a content king, an ops specialist, a tech whizz and a data analyst. Of course, the employment of such marketing technologists is no problem in a large organisation that can afford to recruit such a varied blend of talent. In businesses with a smaller headcount, on the other hand, this isn’t always so easy. It is possible to retrain existing marketers of course, but people tend to have a natural aptitude for one skill-set or the other. One way to address this challenge is to partner with a marketing automation specialist that offers professional services as well as clever tech.

  • A commitment to drive brand kudos has been superseded by the importance of brand reputation. Customers are nigh on obsessed with checking and sharing reviews of products and services, and this demand for transparency means it’s less about brands being the coolest and more about them being the most authentic. If you don’t ask your customers their opinions, perhaps now is the time to start.

In the very fluid world of modern marketing, the CMO agenda will probably look very different again in only a matter of months. But if there’s one thing this new battleground reminds us all of, it’s the need to be agile. There’s never been a more crucial time to create highly personalised, contextual experiences at both digital and human touch points.

And if you don’t know how, let us show you.

Photo of Adam Oldfield
Adam Oldfield
Managing Director & Founder

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