A recent report by The Economist Intelligence Unit called “Visions in Marketing” highlights the innovations in Marketing, marketing strategy and the practical applications of those marketing strategies in forward-thinking companies
The report states that “The role of marketing is changing” as companies further leverage dataand customer insights to deliver content across a wider variety of consumer channels.
And the role of the CMO “will evolve in response to changes in their business models, the ability to access ever-growing markets and a more detailed understanding of the customer than ever before.”
Marketers of the future will be revenue drivers and will have greater influence across the business. They will define, not just what the company says in its marketing messages, but also what the company makes. And how well it delivers the type of customer experience that tomorrows’ customers expect.
You all know that I’m a big fan of customer-driven innovation. So this report hits home when it explains that the core of the marketing discipline, and the source of any power marketing can have in the organization, will be data and analytics about consumer preferences and the business results they drive.
Observations Driving New Visions In Marketing
- New channels are driving significant changes to the customer experience
- Customer insights can drive improvements in both products and services
- There is a huge gap in the ability for companies to measure the value of customer insights
- Technology trends are opening marketing to a more integrated role across the entire organization
Six Steps For Delivering On The New Vision In Marketing
The report defined 6 key steps to executing visions for the future of marketing…
