The very definition of marketing is in the midst of a meaningful change, because of rapid shifts in consumer behavior. Forces like the direct-to-consumer business model are taking the need for personalization to a new level. Netflix, Uber, Dollar Shave Club, and their ilk, have materially changed customer expectations around the ways they interact and engage with brands.
CMOs find themselves adjusting to these forces, while at the same time adjusting to increased privacy concerns, as General Data Protection Regulation (GDPR) and California Consumer Privacy Act (CCPA) spark further regulation. The CMO is in the driver’s seat of a major pivot in the marketing approach that must be carried out across the entire organization.
Join the authors behind Merkle’s 2020 Marketing Imperatives as they dive into today’s most pressing challenges and opportunities for marketing leaders.
Imperative One: Deliver the Total Customer Experience
Marketing is no longer simply focused big ad ideas; the CMO is now is responsible for measurable growth. As a result, today’s environment is demanding the CMO stretch to ownership of customer data and the overall customer experience. This can’t be achieved without a clear connection to all customer-related business functions: sales, service, finance, logistics, product, channel, etc. 2020 Marketing Imperatives author Matt Naeger shares how a marketing leader delivers a total customer experience through development of a unique customer focused strategy.