Continuing Conversations Around Experience, Engagement and the Power of Personalization
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IBM is a global technology and innovation company headquartered in Armonk, NY. It is the largest technology and consulting employer in the world, with approximately 427,000 employees serving clients in 170 countries. IBM offers a wide range of technology and consulting services; a broad portfolio of middleware for collaboration, predictive analytics, software development and systems management; and the world's most advanced servers and supercomputers. Utilizing its business consulting, technology and R&D expertise, IBM helps clients become "smarter" as the planet becomes more digitally interconnected. This includes working with organizations and governments tobuild systems that improve traffic congestion, availability of clean water, and the health and safety of populations. For more information visit www.ibm.com
The CMO Council, in partnership with IBM, is taking the next step in its look into the digital experience in a new research initiative that aims to better understand where and how marketers are investing, adapting, and connecting experiences and engagements with customers. From the data we collect to the experiences we deploy, how are marketers advancing into the new connected landscape that must seamlessly bind digital and physical touchpoints?
By gaining deeper insights into customer behavior and intentions, marketers are becoming more adept at using every channel of interaction and every customer touch point to deliver more relevant and meaningful messaging, as well as more personalized, timely and valued offers and information. These are driving significantly better response rates, increased transactional volumes, higher consumer recall, and stronger customer affinity and advocacy.
This study assessed the degree to which leading marketers are embracing new digital channels and content management technologies to realize the full value of rich media engagement, crowdsourced content, and mass-customized commerce through higher levels of personalization and tailored interaction. It brought together leading voices and top brand decision makers to gain perspectives and views, discuss shared interests and needs, as well as promote best practice adoption in this critical area of online marketing and business performance.
This study reveals the findings of a survey of 198 global senior marketing executives and explores how digital transformation has impacted marketing and the organization’s ability to grow and profit from expanded relationships with customers, particularly as it relates to content and data strategies. More
This report reveals that marketers still lag in creating multi-channel, digital marketing campaigns that reach and resonate with diverse, micro-audiences worldwide. Only 19 percent said they are extremely good or very good in this area. In contrast, ... More
