The nature of marketing is changing rapidly. Today, most consumers expect a sublime experience with top-notch customer service. But how can companies build best-in-class marketing experiences? Capgemini Invent’s Tim van der Galiën and Ruth Bos share a vision.

Consumer expectations continue to rise. They expect him to interact with brands 24/7 at every touchpoint, replacing the traditional one-way dialogue from brands to consumers with two-way dialogue. .

On the other hand, they also expect quick response times to their requests, personalization of content and offers, and well-timed initiatives to ensure they get the information they need exactly when they need it.

Tim Van der Gallien and Ruth Boss - Capgemini Invent

So how should marketing leaders respond to manage these lofty expectations? The key words are data and connections.

Data-driven real-time marketing

Customers crave personalized engagement delivered across multiple channels, so delivering the right experience at the right time across all touchpoints is critical. Data is at the heart of great experiences. Marketing teams traditionally focused on brand awareness and demand generation are now more data focused.

Our ongoing interactions with brands have exponentially increased the amount of data available. For example, think about personalized interfaces and suggestions after purchasing a product or service via a website. This real-time data gives businesses insight into every touchpoint in the customer journey. It enables marketers to gain unprecedented levels of customer insight and ultimately deliver customized experiences in real time and at scale.

Real-time marketing processes, analyzes, and leverages data to rapidly enhance digital commerce campaigns to improve brand awareness, customer satisfaction, conversion rates, and customer retention.

Leading marketers are fusing creative inspiration with real-time signals to generate brand awareness and engagement on an unprecedented scale. Combining technology, creativity and data is not only possible, it is essential. When a free-flowing creative process meets the precision of advanced data usage with the right technical tools, it can create a powerful impact that ensures marketing success.

Innovative technology and exponentially growing data must be managed to activate and engage customers with data-driven, contextualized marketing experiences that ultimately drive brand success.

connected approach

Marketing leaders play a key role in creating connected marketing experiences. They need to answer key questions about how consumers interact with brands.

  • What do customers want and when do they want it?
  • What touchpoints are your customers using?
  • What do your customers say about their experience?
  • How do you provide a seamless end-to-end journey?

A bold approach is needed for Chief Marketing Officers to connect the dots between these broad activities and requirements to prepare them for the future. how to do

1. Marketing organization
Try to make people and culture part of the change within your organization. The success of redesigning a marketing organization is highly dependent on the culture and people within the organization. Highly engaged teams are up to 22% more profitable and almost five times more likely to do their best work.

It is also important to include the agency in the organizational design and culture from the beginning.

2. Customer Activation
Organize around the customer journey in an end-to-end operating model (a holistic marketing organization).All departments directly or indirectly related to the customer journey (marketing, sales, service, IT, etc.), rather than focusing solely on the marketing department

3. Marketing technology
Design and deploy the right set of solutions and tools, and use marketing technology (MarTech) to understand what your customers want, why they want it, and what they are going to do next. I understand. MarTech facilitates interactions between customers and marketing teams, measures effectiveness, and drives data-driven decision making. A marketing leader who leverages his 70% of the capabilities of the MarTech stack achieves a 20% better marketing ROI than his peers.

It is very important not to treat these activities as siled problems to solve. You can define your time structure by prioritizing your high-value customer segments.

Or, equally relevant, you can use the needs of your customer-centric team to lay the foundation for your MarTech so they can focus on what really matters: delivering great, relevant experiences to their customers. will do so.

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