This is easy to do in a small business when the number of customers are limited, but what about when this changes? As the number of customers grows with a brand from midsize to enterprise, relationship marketing becomes more crucial to creating a memorable customer experience. Especially when marketers don't have answers to the primary questions of who likes what kind of communication. As of 2015, the most essential piece of technology that could accelerate customer delight and enhance relationship marketing efforts is artificial intelligence software.
Marketers have become more receptive to the adoption of artificial intelligence technologies, such as machine learning, and their capabilities to deliver better customer experience and marketing performance, according to new research from SEO and content performance marketing firm BrightEdge. The future of marketing is here. David Meerman Scott, who pioneered the practice, wants to give you the lowdown on how to inject your ideas into a breaking news story to get the coverage you want. The firm's second annual 2017 Future of Marketing survey reveals marketers believe in a future ruled by the likes of AI and voice search--yet, most in-house marketers and agency practitioners had done little to introduce these powerful components into their digital marketing strategy to deliver compelling customer experiences that perform. In 2018, marketer responses on the survey reveal quite different patterns of technology adoption and benefits.
The "consistent customer experience" has become the holy grail of B2B marketing. That being said, only 12% of marketers consider themselves "very effective" at delivering a great customer experience. Content lies at the heart of the customer experience, but many companies are still working with outdated content processes and tools creating a situation where relevant content is difficult to find and marketing leaders have no idea which materials are being presented to prospects. The problem lies with the fact that there are so many different tools and repositories in use in the enterprise today meaning companies are operating in silos with minimal coordination between teams whose prospect interactions may vary wildly. According to CSO Insights, B2B companies have on average 17 different sales content repositories.
Many of you remember my dear friend and prominent sports strategist and educator Stephen Bourke, who has contributed to these pages before. Read on to find out how that disrupted industry needs to innovate - and then apply it to your world. Reimagining business for the digital age is the number-one priority for many of today's top executives. We offer practical advice and examples of how to do it right. Amid all of the behavioral change brought about by technological advancements, it is the business model of organizations, and even industries as a whole, that are on the front line of digital disruption.
Prediction 1: Superhero CMOs Emerge - By 2020, the first superhero CMOs will emerge because they received C-Level permission to disrupt traditional go-to-market operations. IDC predicts that we will see pockets of break-through in CMO leadership. This will be demonstrated by individuals who have exceptional leadership skills and in the face of long-odds, have brought meaningful change to their marketing organizations. The "Superhero CMO" will be one who has executed real change -- not just the aspirational change that is depicted on a PowerPoint slide. Prediction 2: Boardroom Battle for the Customer - By 2020, 25% of CEO's will appoint a Chief Customer Officer (CCO) in an attempt to unify the imperative of customer-centricity.