Last week I attended a Wharton Business School event where White House innovation advisor, Alec Ross, described data as the “raw material of the Information Age”. Data is the new land of the Agricultural Age and steel/iron of the Industrial Age.
Businesses are investing in digital marketing, customer experience, e-commerce, business analytics and cloud-based solutions, according to a Gartner CEO & Senior Executive study (2014). At the core is a digitally connected customer who demands more; placing value in how well you know him or her and how well you manage some part of their busy lives.
As businesses transform digitally, the marketing department owns a larger share of the customer journey. Channels we typically manage; the web, social media, email and mobile put marketers at the customer frontlines.
This makes for exciting times for Chief Marketing Officers to transform their marketing departments and their brand strategy:
Transforming your marketing department
53% of CMOs surveyed in Deloitte and Salesforce’s Bridging the Digital Divide report said they felt increased pressure to deliver revenue and 38% reported an increased role in customer services. Many CMOs highlight automation in reporting, marketing deployment and CRM amongst their key initiatives. Perhaps the opportunity is even larger than this. We, at The Union Marketing Group, would love to see marketing leaders develop their own transformation plans that include technology, talent and time management. We help develop transformation plans that mirror, and in some cases, become the corner stone of larger business transformation efforts.
Transforming your brand
The tried and trusted model of brand positioning, with product or service differentiation, is also getting a workout. In fact, we believe that this positioning model no longer suits the future needs of business. The digitalization of business relegates products and services to “feature” status on a brand positioning statement. The offer that’s been elevated is one of a customer system. We have many case studies of brands that disrupt their categories with this new brand positioning model.
Call us at (484) 238 6585 or email us to see how we can help to digitally transform your marketing department and brand.
@smunthree | The Union Marketing Group | www.theunionmarketing.com
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