2016 was a taxing year for many people, and marketers are sure to see some of the negative effects of the year’s challenges as they reach out to consumers throughout 2017. Although the future might look uncertain, CMOs can still be encouraged by the many opportunities for redefining brand purpose and continuing to shape genuine customer experiences in 2017. Several contributors of our exclusive content on CMO.com touched on some of these opportunities and how marketing leaders can make the most of their efforts this year.
Alastair Cole, chief innovation officer at The Engine Group, began the week by discussing several of the challenges marketing leaders will face in 2017, not the least of which is an area where they can generate significant value—the customer experience. Because creating customer experiences is not just about satisfying the demands of customers, but also about boosting a company’s bottom line, CMOs are tasked with discovering where to focus their efforts make the greatest impact. Cole shared five pillars for CMOs to prioritise this year make the most of their efforts.
CMO.com asked senior marketers to identify the trends CMOs should be looking out for in 2017. John Allert, group brand director at McLaren Technology Group, described the turbulence of 2016 as a time when people learned they could no longer trust the people they once blindly looked up to. Marketers, he said, shouldn’t brush this off but watch out for the aftereffects of this realisation in 2017 as customers struggle with brand loyalty more than ever before. Simon Carter, vice-president and head of field marketing for sales, EMEIA at Fujitsu, echoed Allert’s warning of a “potentially bleak future for brands.” Given the outlook, it seems clear that brands will need to focus on customer satisfaction in 2017.
Michelle Mitchell, strategy director at Five by Five, discussed the challenges marketers face with product launches. It can be a stressful experience for many CMOs, given that, on average, 40 percent of all product launches fail. Mitchell shared the results of a Five by Five study that highlighted the significant impact digital and social have had on the marketing landscape. To help brands maximise their launches, Mitchell outlined five key concepts for CMOs to follow.
Andrew Rogerson, founder and MD at Grist, shared some tips on how brands can do content marketing well in the future. According to Rogerson, content marketing often fails when it spends more time promoting the brand than addressing readers’ needs. Rogerson encouraged brands to find the content marketing sweet spot, which means understanding and delivering on what the brand wants and what the client wants. Furthermore, brands need to take the opportunity to work collaboratively with key clients to shape content programmes.
We invite you to engage with our exclusive content on CMO.com and learn from some of the industry’s top marketing leaders. Please let us know what you think.