IBM Study Points to CMO, Marketer of the Future, as Customer Experiences Remain Top Priority
IBM’s new survey of marketing professionals finds that chief marketing officers (CMOs) are differentiating their brands by crunching big data in real-time and automating personalized marketing campaigns. The price tag for failing to meet the needs of today's so-called "omni-channel shoppers" -- who frequent both online and in-store channels -- is $83 billion in lost sales in the U.S. each year due to poor and inconsistent customer experiences.
Other top findings from the survey point to leading marketers taking greater responsibility over customer service interactions as they become the official brand stewards company-wide. At the same time, leading marketers are capitalizing on big data to better personalize their marketing communications. They are looking beyond segments and demographics to provide the right offers, services and information at exactly the right moment in the customer relationship. Further, marketers are looking to use location-based services to target more digitally-savvy, on-the-move customers and deliver seamless, intuitive customer interactions.
The survey, which identified leading marketers based on their level of adoption of cross-channel technologies and their ability to proactively influence the customer experience, found that 39 percent of leading marketers are adjusting real-time offers based on customer wants, needs and preferences. In comparison, only 15 percent of remaining marketers surveyed do so. Seventy-one percent of leading marketers are delivering personalized messages in real-time through social media channels, including Facebook, Twitter, blogs, and review sites, while 62 percent of leading marketers are delivering those same personalized messages through the mobile channel.
Please read the entire press release here