CMOs wield more power in the boardroom, as CEOs increasingly call on them for strategic input. How will you seize this opportunity?
The role of the CMO has changed. Read a local perspective of the Global CMO Study, including some recommended actions for Australian CMOs as they help shape a customer-activated enterprise.
Results from almost 2,000 Australian consumers reveal that there is however a gap in consumer expectations –retailers are struggling to meet expectations in delivering consistency and visibility and this may be largely attributed to consumers outpacing the retailers in embracing SoLoMo.
Step up to the challenge
The digital world has reframed the dynamics of business, making the customers more informed and socially connected. To understand such empowered buyers, information sought from a blanket demographic will no longer work. Organisations that look for deeper insights into their customer’s wants and needs will have a better chance of identifying where to play and how to win.
The audience is much more fragmented today, interacting and drawing information through multiple channels. To gain their attention and loyalty, marketers need to appeal to them in ways that they perceive valuable. The key lies in cultivating meaningful relationships. To do so, marketers need to maximise value at every touch, without being intrusive.
How a company is perceived today is more than a product of its mission statement, logo, advertising and blog posts. The brand value should reflect in everything an enterprise does, even in the way its employees interact with customers. This is a critical step towards building a cohesive brand culture and increasing brand equity.
ADMA on record: John Tolva - President of PositivEnergy Practice, previously CTO at City if Chicago and Ben Edwards VP Global Communications & Digital Marketing, IBM discuss changing the customer experience.
Glen Thomas, Vice-President of Marketing and communication, IBM Australia and New Zealand discusses what CMOs need to consider when building better customer engagement, and the IT/marketing relationship
Keith Mericer, Omni-channel Retail Executive, IBM sat down with ADMA to discuss how supply chains respond to the rapidly changing marketplace and tips on how companies can become more customer-activated.
Transforming the customer experience at David Jones (YouTube, 00:03;05)
David Jones engaged IBM to deliver an omni-channel platform to reinvent the way it interacts with customers.
PSA Peugeot Citroën and IBM are working to analyze massive amounts of data to deliver connected vehicles. How might you do more with data?
Carbonite is building stronger relationships with its customers with every contact. How are you staying in touch with your customers?
Lindt created a solution that makes it very easy for them to deliver a premium experience for their customers. How are you delighting your customers?
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Over 20,000 companies and organizations around the world gain deeper insights with Cognos performance management solutions.
Through an accelerated four week engagement, IBM can help you develop a channel strategy that is reflective of your brand, establish design more… characteristics, key capabilities and an investment strategy for each channel, identify and prioritize channel innovation opportunities, and understand the high-level technical requirements to support the channel strategy. less