CMOs should work on building a customer-centric experience

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 22, 2019, 1:00 PM UTC

A recent Forrester survey found that 88% of organisations agree that the CMO’s role has changed.

This piece says that with the evolution of consumer attitude towards brands, the CMOs role in shifting beyond marketing and branding to a more customer-centric approach. The Forrester report states that customer experience appeared as a common theme among 250 CMOs surveyed, and 26% of them had plans to make interactions “more human”.

CMOs must align all departments in the organisation, to create a unified marketing vision that is committed towards a customer-centric culture. Marketers should adopt a marketing strategy, that can create content in real-time based on feedback and continuously tell the brands story.

Salesforce CMO, Stephanie Buscemi, noted that content marketing is shifting to customer-powered content from brand-created content. This piece says that brands should collaborate with their customers to connect, engage and to build customer relationships and loyalty.

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