Big data is a phrase you will have heard and read countless times. Whether it has confused you or intrigued you, its existence has been proof to the increased role of data-driven decision making within businesses.
Another on-going trend is the increased role of technology within a marketer’s working life. One of the most frequently quoted predictions in 2013 was the belief that marketers will spend more on technology than CIOs. It is clear that there is more scope for investment in marketing technology.
It’s all very well having the shiniest new machinery available, but an on-going struggle in 2014 will be the ability of companies to make their data and tools work for them. The good news is that companies are slowly addressing the lack of technical and mathematical skills in their marketing departments.
Since last year, an impoverishment of employees skilled in these areas are less likely to represent a ‘key challenge’ for marketers. While the growing importance of data analysis should not be under-estimated, the need for creative thinking in the changing world of marketing has never been greater. This year, we will continue to see the importance of ‘data scientists’ who are able to apply creative thinking to data-driven challenges which can help to evolve and even transform businesses.
Towards the end of 2013, term ‘pi-shaped (Π) people’, to explain the requirement for marketers with both left-brain and right-brain ability. Ideally, marketing departments need to have a balance of team members with both analytical and creative skills. Pi-shaped marketers are both analytical and data-driven, yet understand brands, storytelling, and experiential marketing.
Those rare individuals who are adept in both areas are set to inherit the digital earth.
Additional Source: Econsultancy & Adobe
Wednesday, January 29, 2014
Saturday, January 25, 2014
How Customer Experience Management Takes a Part in Marketing
Hope you like it!
The Rolling Stones
www.youtube.com/watch?v=SGyOaCXr8Lw
Since the early days of the web, marketers have been aware that it’s not just important to provide good content, but a good experience.
Every delay or confusion, broken link or coding error costs money today, and quite possibly a future customer. But “experience” goes well beyond usability, it includes not just what we do in brand spaces, but how we feel and what we think while we’re doing it.
Now as we’re well into the second decade of digital experience design, it’s still a priority and a challenge; nearly two-thirds of respondents say that it’s one of the ways in which they try to differentiate. And yet, a minority of organizations are satisfied with the experiences they offer online and consumers agree with them.Part of this dissatisfaction is a function of the rise of mobile. Just as marketers were getting their arms around the optimal website experience, screens got smaller and keyboards disappeared. If usability was important on a 24-inch monitor, it’s paramount on the third screen.
Looking ahead, organizations are going to have to answer a key question: Does marketing “own” the customer experience and where does that leave the Marketer ?
To optimize the customer experience means much more than reducing the clicks between product and purchase. The greatest challenge for marketing is that a customer’s experience is now an aggregate of online and offline events, mobile and desktop, store and device, marketing and service. Yet few organizations have one executive with the mandate to correlate these disparate but connected pieces. Meanwhile, marketing leads or is involved with many of the areas that affect customer experience online and offline.
It can be argued that the marketer should aim to manage customer experience.
First, marketing is best positioned at most organizations to look at the whole of the experience across media and platforms.
Second, marketers can look at this as an area of opportunity for themselves and their departments. There’s strong evidence that the customer relationship is becoming less about outgoing brand messaging and more about content and interaction. Marketing should own that evolution and shape the future.
If you have any comments or concerns, please feel free to leave it all!
The Rolling Stones
www.youtube.com/watch?v=SGyOaCXr8Lw
Since the early days of the web, marketers have been aware that it’s not just important to provide good content, but a good experience.
Every delay or confusion, broken link or coding error costs money today, and quite possibly a future customer. But “experience” goes well beyond usability, it includes not just what we do in brand spaces, but how we feel and what we think while we’re doing it.
Now as we’re well into the second decade of digital experience design, it’s still a priority and a challenge; nearly two-thirds of respondents say that it’s one of the ways in which they try to differentiate. And yet, a minority of organizations are satisfied with the experiences they offer online and consumers agree with them.Part of this dissatisfaction is a function of the rise of mobile. Just as marketers were getting their arms around the optimal website experience, screens got smaller and keyboards disappeared. If usability was important on a 24-inch monitor, it’s paramount on the third screen.
Looking ahead, organizations are going to have to answer a key question: Does marketing “own” the customer experience and where does that leave the Marketer ?
To optimize the customer experience means much more than reducing the clicks between product and purchase. The greatest challenge for marketing is that a customer’s experience is now an aggregate of online and offline events, mobile and desktop, store and device, marketing and service. Yet few organizations have one executive with the mandate to correlate these disparate but connected pieces. Meanwhile, marketing leads or is involved with many of the areas that affect customer experience online and offline.
It can be argued that the marketer should aim to manage customer experience.
First, marketing is best positioned at most organizations to look at the whole of the experience across media and platforms.
Second, marketers can look at this as an area of opportunity for themselves and their departments. There’s strong evidence that the customer relationship is becoming less about outgoing brand messaging and more about content and interaction. Marketing should own that evolution and shape the future.
If you have any comments or concerns, please feel free to leave it all!
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