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Customer first

Conversations for Tomorrow #4

The new face of marketing

At Capgemini, we believe in collecting and comparing the candid views of diverse stakeholders on the business issues that will shape our collective future. By doing this, we become better prepared to seize new opportunities, and to face the challenges arising from the current volatile business environment.

Marketing is changing for tomorrow

Marketing is changing – for good and for the better. Stakeholder expectations have been reset, and brands are expected to act responsibly, sustainably, and to provide real value to individuals as well as societies.

In the newest edition of our quarterly journal, Conversations for Tomorrow, we consult over 20 thought leaders, including business executives, entrepreneurs, academics, and our own experts, to discuss the issues that reflect the new face of marketing and lay out how CMOs can begin to prepare themselves to meet these challenges.

What we have found is that purpose-led organisations are winning – consumers feel gratitude toward companies that have “given back” during the ongoing health crisis and prioritise such organisations when considering purchases. More broadly, the last couple of years have demonstrated that cultivating emotional bonds and trust with customers is both critical and uniquely challenging in a more distanced world.

New modes of interaction have also emphasized real-time data as the marketer’s biggest asset. But despite its clear utility, it remains underutilised by marketing organisations, and upskilling and rebuilding around data has become an urgent priority. Finally, collaboration has become indispensable, extending to customers and new partners as CMOs look to navigate the new face of marketing.

To learn more about the transforming marketing landscape and role of the CMO, download the report.

Discussions

Driving growth through marketing-led innovation

Creating value through data ecosystems

The changing face of marketing

Striking a chord with customers

Driving the premium brand

Meeting your match: Elevating your brand through effective collaboration

Why CMOs need to partner with consumer psychologists

How brands can ride the influencer wave

Articles and perspectives

Forging strong digital connections – understanding your customers without getting invasive

Leaders in thought and deed: How CMOs can drive us towards a more sustainable world

Data-driven and real-time marketing: The perfect mix of creativity and data

Consumers are immersed in new technologies – but are CMOs in over their heads?

Insights from the Capgemini Research Institute

2022 consumer behavior tracker for the Consumer Products and retail industries

Why CMOs should enable real-time marketing to drive sustainable growth