Marketing transforms faster than ever in the digital era. My newest report, “The State of Marketing in 2015" describes the current marketing environment and identifies the direction marketing will head in the near future.
This report identifies seven measures early adopters must take to prepare for the disruptive forces influencing marketing. Use this report to benchmark and plan for your marketing future.
Marketing Must Deliver Contextual Customer Experiences
The digitization of customers necessitates marketers work in sync with other departments to deliver a consistent message and brand promise directly to customers. As we move toward an opt-in economy, innovative brands will utilize logic (left brain) and emotion (right brain) skills to design products and customer experiences. In the near future, expect brands to compete on customer experience.
As customers continue their adoption of digital technology, early adopters will take these actions to prepare for the resulting disruption of marketing:
Marketing Software Evolves to a Top Priority for All Companies, at All Levels
2015 is the year of customer choice. Thus all companies will focus on delivering ubiquitous customer experiences at all levels. As customers and markets transition to digital, organizations will find themselves competing on customer experience. In this coming reality, customer experience presents itself as the leading business objective ahead of product and service. When building relationships is the chief differentiator, the actual product and/or service is secondary to the customer experience. Technology enables and catalyzes the construction of new experiences as organizations move from selling products to delivering on brand promises.
