December 2022CIOAPPLICATIONS.COM 19But you know this already! Right? You expect the same from other companies and you probably took the first steps already. Whether it is creating your journey maps and personas or visualising your experience to spot improvement opportunities. Maybe you even started converting these opportunities into new value propositions or started with digital campaigns. Maybe you bought new tools and began hiring people with the right technical skills. Or you have extended your business to online, with E-commerce. But how do you move beyond these first steps and evolve further? How do you go beyond your journey maps, beyond e-commerce, self-service, new websites, new apps, new campaigns, and most importantly, new tools & capabilities? How do you prepare your Marketing Tech Stack for a future where Digital is not just a channel? "Modern Marketing has its feet in Technology, its head in Data and its heart with the Customer." ­ Kevin BrownHow to prepare your Marketing for the future?Being prepared means that you need to completely re-think and re-engineer the way you serve your customers. You need to prepare your organisation for a future where on- and offline convergence is the standard. Where marketing, sales, and service work together, aligned, helping the customers to `get the job done' across the entire customer journey. Nowadays, building loyal long-lasting relationships, means that you need to make it work for the customer at any touchpoint across the entire journey. Together with Sales and Service, Marketing needs to play its part. Marketing needs to be omni-present at any moment of the journey at any touchpoint. Interacting with customers across all channels in an orchestrated fashion. This means rethinking and transforming how Marketing is done Today. The new way of doing Marketing; Modern MarketingModern Marketing is Marketing reinvented. It goes beyond brand management, proposition development, communication and media buying. It even goes beyond Digital Marketing. Modern Marketing combines the full power of Business, Data and Technology. Modern Marketeers are data-driven, tech-savvy AND apply a customer centric perspective, always! They translate customer needs into an experience and a strategy creating a step-by-step approach towards a digitally smart brand. Customer First, Data and Technology SecondWith the help of Automation, Data, Advanced Analytics and Predictive Modelling, Modern Marketing accelerates Growth by leveraging the right technology. Omni-channel interactions and campaigns combine the best of digital with human interactions when and where it adds value. Automation is used not just for efficiency reasons; but to create personalised experiences. Loyalty is built by creating experiences that are relevant. Helping customers to get the job done with the advanced audience management in combination with creativity and content to feed personalised one-to-one interactions. Trust is gained by respecting privacy, enabled through 100% transparent and compliant collection and processing of data. Modern Marketing helps you to create experiences based on "listen and response," instead of "interrupt, push and pull." It is the key to truly delivering the right message, to the right audience, at the right time. Focus on ROIAnother important element of Modern Marketing is an agile way of working. When you invest in data and technology, some of the investments you are going to make are considerable. You want to be able to trust that those investments are supportive towards meeting your objectives. Modern Marketing continuously optimises through a test, measure, learn approach. Testing not only websites and apps, but also creatives, pricing, and product. Only then you can be sure that you are making the right decisions for your business while delivering better service to your customers. To summarise, Modern Marketing is Agile, Data-Driven, Technology enabled, Cost-Efficient but mostly Customer Centric. Modern Marketing contributes to consistently delivering better service while creating efficiency. As a flywheel this will lead to lower cost, leading to a sustained competitive advantage. Helping you to boost growth and customer value. Modern Marketeers are data-driven, tech-savvy AND apply a customer centric perspective, always!
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