Are marketers falling behind in Digital Experience?

01 Sep 2015

Marketers understand it, that businesses need to put customers first and at the centre of their communication efforts. They also know that digital experiences are key in delivering an outstanding customer experience. And, if it hasn’t done so already, the Internet of Things (IoT) is going to change the way they do business.

The problem is, most marketers don’t understand how to connect these conversations, reveals a new study conducted by the
CMO Council and sponsored by IBM.

"Brand Attraction from Enriched Interaction" found that while almost half of senior marketers surveyed believe that digital experiences facilitate a better customer experience, a meagre 5 per cent felt that they were extremely good at engaging various audiences across mobile, web and social channels.

Further, only 16% believed they were doing a good job, with 32% in the moderately good range.

This feedback came from 268 senior marketing executives who provided their insights via online surveys and one-on-one interviews.

Liz Miller, senior vice president of marketing for the CMO Council noted, “We start talking about data, and then digital marketing, and then start talking about establishing a digital enterprise. The problem is, we’re not really making the leaps in connecting digital content and commerce”.

Future Impact

According to the study, marketing leaders named the Internet of Things (IoT) (89%) over the digital enterprise (67%) and the API economy (67%) as the technology transformation that will most impact customer engagement.

A higher percentage of marketing laggards on the other hand (43%) believe that the digital enterprise will affect their business more than the IoT (28%) and the API economy.

Why the discrepancy? Because best in class marketers understand that the connected customer is the key to tying it all together, stated the study authors.

“To be sure, these business leaders are not just looking at the opportunity to send out new, more personalized and intimate interactions at scale through these new connected points of experience,” reads the report. “They are also looking to harness the data, intelligence and insights that these new connections have to offer and drive improved business results for their organisations.”

In order to achieve this, the report continued, the three technology trends need to converge not only around the customer, but the connected customer, which the authors define as “one who is fully immersed in the IoT and who expects personalized engagements delivered by the digital enterprise — using intelligence and information gathered through the API economy.”

The case for content

The authors also pointed to content as instrumental in the way that brands garner attention, increase engagement and spread word of mouth.

According to the study, 56% of marketers believe that higher engagement rates as the top benefit of personalized content and digital interactions, while 47% cite more timely, relevant interactions, followed by increased word of mouth at 44%.

Komosion’s experience with clients looking to drive business performance through customer journey mapping and digital transformation finds that brands must tread carefully when creating personalised experiences using digital channels. The key is to understand each touch point in the customer journey and weave communication in with their lives to really make an impact.

Marketers have to shift away from slipping into the traditional push marketing mindset. Push isn’t always the answer, especially as consumers are wise to it. They need to create differentiated experiences in which their customers become loyal advocates who will in turn tell their stories and spread your brand messages even further.

At Komosion, we've developed
Komodo Canvas, a powerful and flexible content management system built to allow integration into a multitude of systems and datasets. From customer relationship management to marketing automation and beyond. It opens up the possibilities for marketers to engage in dialogue with their customers and prospects.

Without doubt digital transformation will continue to shake up businesses and those who do not find new points of engagement to guide their customers along their journey will find themselves in a painful spot.