According to a recent report from Deloitte, the Chief Marketing Officer (CMO) role is going through a monumental shift. This leadership position has gone from being the keeper of a company’s brand and marketing plan to an essential growth driver for the business. And this is growth in the broadest sense of the word—not just the topline, or the bottom line, but the CMO should focus on the growth drivers between the intersection of marketing, sales and customer service.
This means marketing leaders have new and additional responsibilities beyond brand, content, advertising, social media and PR. The modern CMO is also responsible for technology, data and managing the customer experience across each touchpoint. As you can imagine, an order this tall calls for extreme prioritization when it comes to focus areas and strategic planning.
After tuning into CMO challenges and the key trends they’re coming up against, we’ve identified three things CMOs can lean into in 2018 to succeed as the position continues to evolve as a more strategic player in the business landscape.
1. Creating an Omnichannel, Frictionless Customer Experience
Consumers are peppered with marketing messages all day, everyday. But this becomes especially problematic when your cross-channel marketing messages aren’t cohesive. Your multi-channel marketing strategy needs to be truly omnichannel in that it delivers an integrated experience across all touchpoints someone can have with your product or service. Your customer can be shopping online from a desktop or mobile device, or by telephone, or in a brick and mortar store—and the experience should be seamless. For CMOs, the focus area should be on ensuring that every channel, and the content on that channel, complements the other, rather than distracts from it.
2. Targeted Attribution – Measure What’s Important
Today understanding what’s driving revenue is more important than ever before. And for marketing teams with big budgets, it becomes especially important for leadership to understand which marketing activities are moving the needle. Attribution plays a significant role in tracking new ideas and campaigns and helping CMOs determine what’s working, where to continue investing and where to double down. Tracking and attribution provides visibility, helping marketers understand when to call a new idea a success, or when it’s time to cut losses. The focus area for CMOs in terms of attribution should be in identifying the marketing tools and data pipelines to tie marketing activities to business impact and dollars.
3. Reaching Consumers with the Right Content Through Individualization
Research shows consumers expect a highly relevant and personalized experience from brands. To deliver on those expectations, the most strategic brands are making the shift from personalization to individualization. This approach enables businesses to serve up content to consumers based on their individual preferences, search behavior, demographics and previous on-site engagement. By focusing on individualization and aligning content to each user, CMOs will naturally create a more seamless and delightful customer experience.
These are obviously just a few of the focus area that likely reside in any CMOs list of 2018 priorities. While tackling each area will be a journey, getting them on your roadmap and acquiring the resources to focus on them will enable your success this year and beyond.
Download our guide: How to Master Individualization to Delight Your Customers for best practices for delivering 1:1 personalized content experiences across every channel.
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