Collaborating Authors

Predictions: 10 Customer experience trends for 2020


These days, most marketers recognise customer experience (CX) is vital for a healthy, profitable brand. But while most marketers want to offer good CX, how best to go about it seems to be the sticking point. "With consumers increasingly demanding companies become more transparent about data usage, marketers are being forced to develop improved creative marketing and content experiences," IAB Australia CEO, Gai le Roy, said. "In 2020, this will advance considerably and we expect to see a new breed of companies that seamlessly deliver marketing, content and commerce experiences direct to consumers which will change people's expectations of both product and marketing activities." CMO asks the experts about the customer experience trends heading at marketers in 2020.

Data, Analytics Fuel Real-Time Customer Experience


Marketers may be able to deliver more relevant, personalized experiences to consumers by defining the customer journey, leveraging data and machine learning, and monitoring performance.

Want to be a CMO? Here's what you need to know


In the past, CMOs were tasked with managing and optimizing all marketing activities, developing a budget, and creating initiatives that (hopefully) led to a total increase in sales. Today's chief marketing officers must consider the bigger picture: how can their company stand out in a competitive field? How does customer experience play a role in their company's success? What do customers want throughout the entire lifecycle and buying journey? And, can the company meet those buyers' needs? These questions go beyond marketing efficiency, pushing the boundaries of marketing innovation to move the needle on sales, customer loyalty, and lifetime customer value.

10 things marketers need to know about AI - IBM THINK Marketing


Thank you for subscribing to the monthly THINK Marketing newsletter. Here's what CMOs, CIOs and others need to know to make the most of AI in their marketing initiatives in 2017 and beyond. For years, marketing was considered more art than science. But more recently, as marketing automation software has proliferated, marketers have had to blend the art of storytelling with the science of data. Then along comes artificial intelligence (AI) and machine learning, which promise to help marketers make sense of all that data.

Customer communication: balancing the human with digital-first


They want faster, more personalised digital experiences from a brand, without their privacy being invaded or compromised. At the same time, they want a face-to-face or human experience with a company when it suits them. This requires businesses and chief marketing officers (CMOs) to engage in a difficult and fast-changing balancing act. Technology such as chatbots that answer a customer's basic queries, machine-learning and artificial intelligence (AI) are making it easier to serve consumers and, in many cases, to give them a better customer experience. But brands must also be careful not to force the pace of automation or to focus too much on potential cost-savings because they run the risk of alienating new and existing customers who want or value a human experience.