Creating Experiences that Attract, Engage and Drive Prospects to Buy
Did you know that by 2017 CMOs will spend more on IT than CIOs? That seems shocking, right?! As customer engagement is quickly becoming the criterion on which a successful campaign is judged (soon to surpass ROI) marketers are becoming responsible for selecting and purchasing technology and telling the CIO what they want to do in order to get closer to their customers.
There’s an evolution-taking place where marketers NEED to become technology savvy, or they may be left in the prehistoric dust. They must understand the platforms on which their solutions are being deployed and how it will affect not only the way in which their products are perceived, but how it could competitively position their company as unique.
With the tenure of a CMO climbing to 43-months, they are now around long enough to see the effects their technology purchases will have on their organizations.
So what type of long-term benefits should marketing technologies provide?
- MINIMIZE CONTENT RECREATION: Reduce content recreation costs (venue/device agnostic)
- SPEAK TO MULTIPLE BUYERS: Platforms that communicate to, and can be personalized to, multiple participates in the buying cycle
- ENGAGEMENT ANALYTIC: Tools to ascertain the ROI of customer experiences (more time with product, greater product understanding, and buying behavior)
With today’s purchaser completing 57% of the buying cycle before engaging sales, it has become the responsibility of marketing to adopt the technologies needed to implement the process of one-to-one experiences EVERYWHERE!