Breaking Free From 'Cycle Of More'
By Helena Mah
Navigating economic uncertainty and delivering profitable growth by doing more with less.
A Best-Practice Video Series on Context, Commerce and Engaging With an Audience of One
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As market leader in enterprise application software, SAP (NYSE: SAP) helps companies of all sizes and industries run better. From back office to boardroom, warehouse to storefront, desktop to mobile device – SAP empowers people and organizations to work together more efficiently and use business insight more effectively to stay ahead of the competition. SAP applications and services enable more than 238,000 customers to operate profitably, adapt continuously, and grow sustainably. For more information, visit www.sap.com.
But marketing to an audience of one—in a sea of unique and diverse customers and prospects—has proven to be no easy feat. Furthermore, each customer has taken control of their own journey, independently mapping their own path to purchase and often turning away from the intentional campaign markers set up to speed them along the path.
The CMO Council interviewed leading marketers around the world to gather their best practices for engagement, experience and advancing the relationship with this audience of one. Through this two-part video series, we investigated the best actions developed by these leaders, from the vision of their customer engagement strategy to their goals for advancing the experience into the future.
In today’s age of the customer, the focus has turned away from what a brand can do to induce action and toward a far more complex and strategic dialogue around how our marketing, service and commerce strategies have aligned around the customer journey. As the days of pushing a customer through an archaic funnel have long since gone away, marketers have developed more comprehensive strategies to advance engagements by combining rich content and experiences with context, relevance and personalization.