How are each of you responding? Let’s look at some of the challenges. And opportunities. That currently exist for cmos and the three main gaps that ne to be fill in 2020 to keep the brand relevant. Index the gap between the different channels the gap between brand values and consumer values the gap between data and strategy the gap between the different channels omnichannel marketing is not just an empty expression ready to disappear as quickly as it appear. We are in a phase where the majority of consumers (75%. According to salesforce research ) not only want.
Product and a Brand Which Reflect the
But expect to receive a consistent experience and message from the brand across the different touchpoints. Furthermore. Encouraging customers to move easily between different channels is an advantage for business: a study conduct by harvard business review on 46.000 consumers show that the greater the number of channels us by customers. The greater the amount spent as well as the their loyalty towards the brand. Marketing-challenges-cmo all of this represents a marketing challenge for cmos: how to move from multichannel marketing to omnichannel marketing. Concretely and successfully. Being b2b email list omnichannel requires that the customer is totally at the center of the marketing strategy. It follows that marketing messages must not only be consistent with the brand.
Values in Which They Believe in This
But must also be tailor-made for each specific customer along their customer journey. For cmos to bridge the gap between channels. The first step is to gain a complete understanding of how customers move between channels. Then test. Measure and discover how to best direct the journey and achieve maximum value. The hbr study mention above. For example. Found that. Among those who shop omnichannel. Those who search online spend an average of 13% more when they go to the store later – USA Ceo so it would be useful to drive customers between physical and digital. In both senses. Likewise. It’s important to meet customers where they are – do you have apps. In-store technology. Social shopping? – and it’s important to provide them with channel-specific content and personaliz marketing messages.
