A day in the life of today’s digital strategy executive is always challenging, as organizations shift their attention from areas such as improving customer service, products, portfolios, and branding initiatives to establishing relevance, creating uniqueness, identifying new talent, reframing customer value, and establishing relevance and uniqueness for now and the future. Digital strategy is constantly changing.
The new marketing realities
In 2018, new challenges in the marketing role include automation transformation driven by emerging technologies, mining vast amounts data, voice search, and keeping digital content authentic while at the same time achieving business campaign goals.
Brands that are able to create unique experiences that inspire and entertain or educate with content and messaging will be the ones that continue to remain competitive in 2018. A survey by Accenture Interactive Research noted: “With digital experience, 73 percent of consumers said no retailer or brand has communicated with them in a way that felt “too personal,” and consumers are generally willing to share their data with brands.” It continued, “Among the 27 percent who did feel experiences overstepped their bounds, while 64 percent were uncomfortable because they didn’t willingly provide the data used.”
Leaders also highlighted more ways the customer experience can be better.
Jeriad Zoghby, global personalization lead at Accenture Interactive, shared this insight:“Customers often find themselves overwhelmed by choices and underwhelmed by poorly curated experiences when interacting with brands. But there is a simple solution to solve this by creating a continuous, two-way digital dialogue.”
Another takeaway: Transparency and trust are key The Accenture Interactive Research report found that consumers are willing to share their data and rarely feel that companies are too personal – but they lose trust if brands go outside the relationship.
Marketing is no longer a “one-size-fits-all” model.
Competing in the digital world require organizations to overcome obstacles and develop an effective digital leadership strategy. Organizations that no longer manage a single existing portfolio, but rather build and manage a new balanced innovation portfolio that is sustainable will be successful in the long run. Marketing executives should be able to identify strategies to create the opportunity to reframe customer value and experience.
For more insight on digital marketing strategies, see 5 Things To Stop Getting Wrong About Marketing.