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In a world of hyperconnected customers interacting with brands across multiple digital and physical touchpoints, the CMO is increasingly leading the charge for realising exceptional experiences. Data-driven marketing actions and creative brand-building initiatives will drive speed, precision, and purpose at scale.
“Digital has disrupted the way customers interact with brands.”
Virginie Regis, Chief Marketing & Communications Officer at Capgemini
Are CMOs realising the full potential of data-driven marketing? Is the marketing function sufficiently data-driven to be able to conduct real-time marketing? To find out, we surveyed 1,600 marketing executives from around the world, representing a broad range of industries. Drawing on our research and experience, we believe six focus
areas are critical to ensuring CMOs are prepared for the
future in a data-driven marketing environment.
In this infographic, we outline what data-driven marketers are doing differently and the benefits of a data-rich approach. See highlights from the CMO Playbook, including a look at how data-driven marketers are realising better business outcomes.
The digital user base has expanded, as has time spent online. From the business side, growth in enabling technology—and the willingness to use it—has increased, allowing better CX and tracking, pushing the volume of data collected.
How Boots UK is redefining marketing operating models and making its own marketing data available to its suppliers.
In the coming era of socially and environmentally conscious business, disruption alone won’t be a sufficient differentiator. Issues such as climate change, social justice, and mental health have
become critically important to many workers and consumers, pressuring businesses to change their products and practices. Instead, organizations will need to embody and advance that purpose. Download the report to learn more.
We ask Leanne Fremar, Chief Brand Officer at frog how she’s leading her organization into the future.
Want to know how to navigate the new realities of leadership? Visit ‘Chief Challenges’, an interactive series for marketing executives.
Take this brief survey to understand your brand’s relationship with its purpose.
The last couple of years have served as a wake-up call for marketers around the world. Today, every brand has a cultural significance that it didn’t necessarily have in the past. Consumers are looking for evidence of where companies stand on a wide range of global and local issues, including, but not limited to, gender, race, climate, and sustainability. This push is coming, in part, from young employees, who see their relationship with work and employers fundamentally differently than their older colleagues. For them, having a sense of purpose at work and a job that allows them to fulfill their personal values is a standard requirement, not a nice-to-have. Brands need to send the right signals to consumers, employees, partners, and wider society, and to back them up with demonstrations of purpose.
The future of customer engagement and loyalty, and how IKEA creates and nurtures an emotional connection with customers.
Creativity and data are often considered opposites – yet, the two haven’t actually stood on an equal footing in the marketing function.
How Orange is collaborating with its customers to create exciting propositions around 5G, financial services, and sustainability.
We imagine and build experiences, products and businesses that disrupt the status quo, win hearts and realize the future.
Imagine, build, and scale strategies, business models, brands, and ventures that drive purpose and sustainable growth.
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