Thursday, May 18th, 2017 | 4 min read
Until recently, we’d been living in an enterprise world. Marketers used established processes and followed a standard formula: Create a message, distribute that message widely, and reach a lot of people. This worked across traditional channels, such as TV, billboards, and print. And that meant there was no reason for marketers to change their approach.
Then social media came along and flipped that world upside down. Marketers can now reach customers across an ever-growing number of touchpoints. And those customers expect to communicate with brands on their favorite platforms, on their own time, and with personalized and relevant messaging.
This is the reality of our new, un-enterprise world.
To help enterprises adapt to this major shift, Sprinklr released a new whitepaper combining original research and firsthand accounts from top business executives. It uncovers how leading organizations like IBM, Microsoft, and Nasdaq are rewiring their strategies to be more customer-centric.
To succeed, marketers first need to understand the landscape of this un-enterprise world. Here’s what they need to know.
Digital media has created a new generation of connected and empowered customers. These customers can now talk directly to brands and to each other—and anyone across the world can see it. Consider the fact that there are 100 million reviews on Yelp alone, each of which can influence customers to buy from a brand or seek out a competitor.
As a result, brands can no longer rely on traditional marketing processes. They need to put the customer at the forefront of each strategy—and extend this approach throughout the organization. Otherwise, they will be left behind.
As Ian Rogers, Chief Digital Officer of Moet Hennessy Louis Vuitton, said, “The internet has reconnected human beings in a way that they weren’t connected before, and it’s giving consumers unlimited choice.”
In an un-enterprise world, the customer’s experience is all that matters. It dictates how customers feel about your brand, whether or not they make a purchase, and what they say about your company online.
Unfortunately, many enterprises are not prepared for this shift. More than 80% of executives strongly agree that delivering a superior experience is important to the organization’s success. And yet only 34% agree that their organizations are equipped to deliver superior customer experiences.
That’s why it’s crucial for marketers to understand the landscape of this un-enterprise world. Once they do, they can start to build strategies that allow them to deliver engaging experiences for empowered consumers across the globe.
Social media is at the center of this marketing transformation. Customers use social channels to exert their new power and seek out personalized experiences that are relevant to their interests. That’s why marketers need to start shifting their budgets from traditional platforms to digital and social platforms.
Microsoft, for instance, built a Social Command Center, which pulls in 150 million social conversations each year. The social team then forwards relevant conversations to each internal department and directly reaches out to customers with personalized messages.
Microsoft isn’t alone, either. Leading enterprises know that social media is key to delivering superior customer experiences. These companies continue to dominate the market and out-invest their competitors. But they didn’t get there without first understanding and accepting the nature of this disrupted marketing landscape.
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