Technology is everywhere, and it continues to evolve at a rapid pace. As consumers learn to adapt to new and innovative technologies, CMOs are faced with the challenge of keeping up with changing customer expectations. Several of our contributors on CMO.com have touched on the importance of digital transformation and a company’s need to embrace technology to meet customers where they are.
Jonathan Simmons, chief strategy officer at Zone, offered some insight into how companies can approach digital transformation given an unpredictable future. He encourages businesses to build a team and culture that is flexible and able to adapt in a rapidly changing world. Creating a culture that embraces change will prepare a company for whatever the future brings. Similarly, Simmons believes companies should develop technology that meets customers’ needs in the here and now while avoiding dependency on systems that can’t quickly change or adapt.
Rob McLaughlin, head of digital analytics at Sky U.K., recently spoke with CMO.com about the benefits of digital transformation and developing a complete or “omnichannel” view of the customer. McLaughlin’s team operates from the belief that “to understand the customer, [a company needs] to see their behaviour at all touch points with our organisation.” Noting the importance of avoiding silos of information, McLaughlin sees his team’s goal as developing a combined view of the customer, utilising digital data that works alongside offline data to give a more complete view of customer and their needs.
Jamie Matthews, CEO of Initials, discussed the increasingly challenging role of the CMO. Today’s CMOs are expected to juggle a variety of skills and responsibilities while maintaining a healthy focus on growth and innovation. The acceleration of digital transformation within many companies leaves CMOs with a multitude of channels to manage. As customers continue to adapt to increasing technological change, CMOs “are under enormous pressure to keep pace in order to remain relevant and effective.”
Chris Worle, digital strategy director of Hargreaves Lansdown, recently sat down with CMO.com to talk about the customer journey. World described the need for marketing teams to see, measure, and gain insight from each customer interaction. Digital, of course, plays a major role in this because customers judge brands based on the quality of their favourite digital experiences.
In the midst of all the talk about digital transformation, Tamara Lohan, founder and CTO of Mr & Mrs Smith, recently shared with CMO.com some of the insights from her session at Adobe Summit EMEA 2017 called, “Does Everything Have to Be Digital?” For brands with DNA firmly rooted in the offline world, Lohan discussed the importance of mixing the digital with the physical world. Brands will find it difficult to touch customers if all they have is a website and digital marketing because customers often want to interact with something they can touch. Lohan reminds brands of the need to touch customers in a variety of ways, both digital and physical.
We invite you to learn from some of today’s top thought leaders in digital marketing through our exclusive content on CMO.com. Please let us know what you think.