FINAL WORD marketing automation tools , they can now gather deeper customer insight , develop stronger content and create more personalised touch points .
As a result , the role of the CMO has transformed significantly . Today ’ s CMO is no longer just responsible for all things marketing , they now have to be an expert in CX , data and analytics and customer growth . Furthermore , as technology becomes more integrated into the customer journey and the landscape continues to evolve at a rapid rate , the CMO ’ s relationship with the CTO has never been more important . But how does this collaboration enhance the CX and how can the CMO evolve their role to ensure they ’ re ready for what ’ s next ?
Changing consumer and technology trends
CMOS MUST ADAPT QUICKLY TO KEEP UP WITH THE CHANGING REQUIREMENTS OF THEIR ROLE AND CREATE A CLEAR VISION FOR THEIR COMPANY ’ S MARKETING STRATEGY .
Since the pandemic , there has been a significant shift in consumer behaviour . While the majority of consumers now interact on digital channels , they also care more about brand experience than price . According to Gartner , CX drives over 60 % of brand loyalty – more than price and product combined .
Tom Bianchi , Europe CMO , Acquia
Consumers are also overwhelmed with choices across virtually every category , meaning customer loyalty is plummeting . Brands , therefore , need to work harder to create the right CX to attract and retain customers .
The pandemic ’ s impact on consumers has dramatically changed their behaviour and the way they interact with brands . In fact , 77 % of UK consumers say they bought more online during lockdown and will continue to do so . While the majority shifted to online shopping , the use of smartphones has more than doubled since 2018 . At the same time , customer loyalty has dropped with buyers switching brands at unprecedented rates .
In response , brands have had to quickly adapt and create new ways to improve the customer experience ( CX ). By embracing new digital technologies such as customer data platforms ( CDP ), content management systems ( CMS ) and
Furthermore , as the technology landscape evolves , companies can harness digital experience platforms to engage customers , enhance conversions and help businesses stand out . Emerging technology such as AI and AR / VR can also be used to better understand and create more personalised and relevant CX . AI can power personalisation , targeting and segmentation , as well as create custom content and analyse customer data . Whereas AR / VR enables brands to create unique CX that consumers can access from their mobile devices .
Impact on the CMO ’ s role
The role of the CMO has been transformed to keep up with changing consumer and technology trends . CMOs are not only accountable for brand strategy , communications and marketing , but www . intelligentcxo . com
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