Customer centricity is a priority for today’s marketers, but the challenges it presents can differ from company to company. Some common threads for the most successful marketers, however, involve analyzing data and using insights from this analysis to shape the customer journey from beginning to end. Several recent contributors to CMO.com shared some helpful insights on the kinds of data to focus on, directions for content marketing, and how a focus on customer centricity can help CMOs have a lasting and successful career with a company.
Tom Kelshaw, director of innovation at Maxus, shared some insights on emotion analytics, which is “the process of recording and analysing emotional responses to ads.” Emotion analytics gives marketers additional opportunities to measure and adapt their marketing messages quickly. Kelshaw shared that it allows marketers to capture valuable system 1 data, which is defined as “people’s immediate, visceral and emotion-driven responses.” This kind of data can be difficult to articulate outside of emotion analytics.
Lee Odden, CEO of TopRank Marketing, shared that, according to the Content Marketing Institute’s 2017 report, 87 percent of companies in the UK have adopted content marketing. This is good news, but a 2016 study by Conductor found that a surprising 38 percent of content marketers rarely use data to guide their editorial planning and “45% of B2C content marketers don’t target their content.” Odden pointed out that companies who utilise data insights to focus on understanding and impacting the customer journey will be in a much better position to achieve their content marketing goals in 2017 and beyond.
Fred Prego, group insight director for gaming retailer GAME, recently sat down to speak with CMO.com about GAME’s approach to shaping the customer experience. GAME’s mobile app is designed to be useful to customers both in and out of the store. The app gives customers game trailers, buying options, and augmented reality experiences. In fact, Prego shared how his company teamed up with Xbox 2015 for the launch of Halo 5: Guardians, allowing people to use augmented reality to pose with characters from the game. GAME continues to evolve its digital approach to provide people with a great customer experience.
Further commenting on the challenges marketers face with content marketing, TNT’s head of digital content, Denise Kuschewski, shared how TNT is delivering “delicious content” to its customers. Drawing from Adobe’s recent report, “Mass Producing Deliciousness,” Kuschewski defined good content as content that “not only provides value to the viewer, it answers their questions … and builds their confidence.” Furthermore, she laid the groundwork for a “snackable content strategy” that companies can use to give customers useful and relevant content.
Thomas Barta, customer leadership pioneer, keynote speaker, and author, discussed reasons why CMOs leave companies so often, either because they choose to do so or as the result of being fired. He also shared some insights on how today’s CMOs can last longer and be more successful in their companies. Barta pointed out that the CMO’s success is good for the company as well because the adverse is usually true: failure of the CMO usually means failure of the company. Although being a CMO requires a complex set of skills, a focus on customer centricity is key.
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