Social media hasn’t just changed how people share their lives with family and friends. It’s transformed how brands reach customers, and how CMOs operate within their organizations.
“Twenty years ago, the CMO was essentially the broadcast arm of a company,” says Michelle Peluso, one of The World’s 50 Most Influential CMOs. “But that is changing dramatically now. Social has completely flattened the relationship and empowered customers in previously unimaginable ways.”
As outlined in a new report from Forbes and Sprinklr, the most influential CMOs understand this shift within the industry. And they harness the power of social to create customer-first strategies across their companies.
To help marketers navigate this shift, we’re showcasing insights from influential CMOs at Spotify, Delta Air Lines, Adobe, AXA, and Dell.
Here’s what they have to say about the social media revolution.
“I managed to bridge the gap between functions and break silos between teams and markets, which is critical when digital is at stake. To succeed in our digital transformation, we needed to implement a global orchestration of projects.”
—Amélie Oudéa-Castera, Chief Marketing and Digital Officer of AXA
The takeaway: No department is an island in today’s digital world. Teams must work together across the organization to develop a unified view of each audience member. By sharing data and insights in real time, sales, marketing, and service departments can deliver comprehensive customer experiences.
“Data has been, and will be, a big part of our storytelling. Rather than make up a story, we find it interesting to see data about actual people, and then tell it in a narrative that’s interesting.”
—Seth Farbman, Chief Marketing Officer of Spotify
The takeaway: Marketing is about telling real stories to real people. But you can’t simply rely on sentiment and intuition to find the right stories for your audience. You need to collect data about people’s interests and behaviors, and use that data to deliver the most relevant messages possible.
“The challenge is to make every customer feel like one in 180 million versus one of 180 million – how do we personalize and customize, and humanize, everyone’s particular experience?”
—Tim Mapes, SVP and Chief Marketing Officer of Delta Air Lines
The takeaway: Customer experience is the new marketing. According to a recent report from Harvard Business Review Analytic Services, 86% of business leaders agree that customer experience is vital to success. But they can’t rely on old-hat techniques to drive success. Brands must combine social media with their customer experience strategies if they want to dominate the market and outshine competitors.
“The marketing organization is now part of the business’s decision-making process because the information we have is very valuable in determining strategy and understanding customer perception.”
—Ann Lewnes, EVP and Chief Marketing Officer of Adobe
The takeaway: Today’s CMOs aren’t just responsible for the output of their own team. They must also use their influence to drive a customer-first strategy throughout the company. This means they have to share audience insights across teams with speed and efficiency. Those who can’t embrace their new role within the organization risk being left behind.
“Suffice it to say, the majority of businesses are only beginning their digital transformation. If you’re a part of this majority, is it too little, too late? No, of course not. While the revolution is here, it’s nowhere close to complete.”
—Jeremy Burton, Chief Marketing Officer of Dell EMC
The takeaway: The digital revolution is just getting started. It’s already created major shifts within the industry, and there are still changes yet to come. You’re not too late if you’re just catching up, but you can’t delay much longer. Social media will continue to transform our strategies and organizations in ways we’ve never seen before. It’s time to ask yourself if you’re prepared for the future of marketing.
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