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Why Marketing Does Not Work Today Without IT

Tuesday, September 12th, 2017 | Gadgets

          Customers want today a personal, uncomplicated shopping experience, which works through all channels – mobile, social media, online, in the store, on the phone – through and consistent. Hardly anything is more frustrating than the negative example when customers have to repeat their service request X-times. Just to finally find out that the jacket, which they wanted to buy in the Onlineshop, is available in the shop cheaper, but not in the appropriate size. The mobile, "always-on" world puts pressure on companies to create a one-on-one customer experience. In our "Connected Customer Report", we have found that 45 per cent of retail customers and 57 per cent of business customers in the future want to change providers even if they do not meet their needs. However, the reality is that many companies are limited to this to divide their customers into target group segments rather than actually addressing each customer in person. In fact, many marketers use the terms personalization and segmentation as interchangeable synonyms – which is not only false, but also risky: segmentation is too static. It does not address the changing needs and preferences of the customers. And even though it is no art to know more about the target groups than age, gender and place of residence. It is the duty of a marketer today to deal with the changing consumer behavior and the changing preferences of its customers and to offer them the best customer experience on this basis in order to inspire them and to bind them in the long term. Digital marketing in focus Now every week intensified in HORIZONT Print! Interest? Then best to use our current test-read offer with digital marketing focus. Click here to order
However, the Chief Marketing Officer (CMO) can not shoulder this task alone. He needs the support of his Chief Information Officer (CIO). Because marketing today simply does not work without IT. From my experience as a developer and marketer, I know that the marketing team needs a stable, high-performance back-end, automated processes and data analysis to ensure that campaigns run smoothly and achieve optimal results. These technologies are introduced and managed by the CIO. Therefore, it is essential that the marketing understands the role and objectives of the CIO, and vice versa: IT shares the strategies and strategies of their marketing colleagues. This is the basis for companies to create personalized customer experiences. When CIO and CMO pull together, the Marketingchef automatically takes account of IT governance, leveraging the existing systems before buying new software or rolling out a new campaign. And vice versa, the CIO is doing everything it can to optimize and further develop the IT infrastructure so that the marketing software runs smoothly. Customers are now in contact with a wide range of channels and devices with companies – from telephone calls to customer service to e-mail Sales Manager. This means that marketing, service and sales interact with one and the same customer. Therefore, it is essential that these departments have access to the same customer data and information. Marketers refer to this ideal state as a 360-degree view of the customer, which is achieved only by aggregating all customer data across all devices and channels on a central platform.
          
    
    Image: Salesforce
  

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      Through such a platform it is possible to individually address each customer with personalized marketing measures. It is only then that it is possible to reach the right person with the right content at the right time. This is the prerequisite for companies to adapt their services and their communication to each individual customer individually. Fortunately, these data are available at all times thanks to social media, e-mail, online search, contacts via telephone and in the shop. However, the data volume alone also requires close cooperation between marketing and IT. After all, the CIO is the one who decides on the performance and availability of the IT infrastructure. Only hand in hand, marketing and IT can ensure that customer data is quickly and efficiently collected, analyzed and distributed to the relevant teams. Successful companies understand that personalization is now the key to an excellent customer experience. Only through close collaboration can CMO and CIO ensure that their teams are in fact able to achieve this goal.

          
           

          
          
                
                    
          
            
                

                
        

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