Emerging trends in digital transformation
1. A broader view of customer experience: A positive customer experience across all touchpoints is increasingly seen as a company’s most valuable asset. More than any other function, marketing is responsible for marketing it – across the customer life cycle and across channels, from initial awareness through loyalty and advocacy.
2. Metrics for revenue and engagement: Effectiveness trumps efficiency, especially in a time of rapid change. Metrics will become broader and more comprehensive, focusing on top-line revenue and overall engagement more than efficiency and brand awareness.
3. The talent hunt: Yes, there is a real need for tech-savvy marketers. But this is not enough in itself. You need people with the ability to grasp and manage the detail in data, technology and marketing operations, combined with the view of the strategic big picture. Creativity is still important, especially B2C, but it is a legacy skill and no longer a focus of demand.
4. The ecosystem in the future: Marketing technology is proliferating through the cloud to the point where almost all companies – even the smallest ones – use multiple systems operating within an overall marketing operating system.
Despite expectations of consolidation around a few dominant enterprise suppliers, marketers believe that the number of systems in their companies will grow.
Voyage of discovery
The survey shows marketers are struggling to catch up while expectations and capabilities race ahead. But it’s considered a nice problem to have. As capabilities multiply, all marketers will definitely benefit. Modern marketing is like a voyage of discovery and, like a new explorer, if you want to be successful you need to build on the knowledge.