Chief marketing officers put customers at center of digital marketing
by: Georgann Smith
In a recent post, I wrote about the large budget share chief marketing officers (CMOs) expect digital and mobile technology will consume in the coming years. Recent reports suggest global marketing executives also expect digital and mobile to significantly transform their marketing strategies over the next five years.
Brian Whipple, senior managing director at Accenture Interactive, said in a press release that marketers should make their customers a larger priority inside the digital marketing effort.
He said this in response to a recent Accenture report, which indicates a number of companies have yet to place customers at the heart of their digital marketing strategies. Specifically, Accenture found only 62 percent of respondents believe their company currently provides a good digital customer experience. This may be due to the assignment of that experience to the marketing team alone. Just less than half of CMOs said their teams own the customer experience. Among high-growth companies, however, that number jumped to 59 percent. Not surprisingly, it drops to 37 percent among low-growth companies.
“Clearly sales growth is affected when customer experience is emphasized. All the more reason, then, for CMOs to own it,” said Whipple.
According to the Accenture report, community financial institutions (FIs) can put consumers at the center of their digital marketing efforts by following a few tips. FI marketers should consider:
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