Dietz & Seidel recently published their 'CMOs at the Wheel e-book based on interviews from their 'Driving the Modern Marketing Organization' column.
Nadine Dietz and Erica Seidel not only have their fingers on the pulse of the modern marketing organization, they have an in-depth understanding of how CMOs are inspiring company cultures across the board.
https://martechtoday.com/cmos-wheel-authors-nadine-dietz-erican-seidel-modern-marketing-organization-208681/
Last week, I shared how early on in my career I managed a technical support and customer service center and service was considered a cost center and a necessary evil. How times have changed, and how far most companies have come in changing that perception!
Continuing in that vein, this week I will share our different approach to measuring customer service at that time, and how there are better means of gauging various aspects of service today. (Note: I’m limiting this to live interactions because my time running a service center only saw the beginnings of self-service.)
I’m going to organize this around points in the typical customer service process:
https://customerthink.com/youre-doing-it-wrong-what-to-measure-in-customer-service/
According to the latest Customer Experience in Marketing Survey 2017: Greater Expectations, Greater Challenges, in two years 82 per cent of B2B CMOs expect to mostly or completely compete on the basis of CX, compared with 76 per cent for B2C marketers.
Meaning that competing on price and product or a combination of both is becoming much less important. This is big, really big, because creating great customer experiences will require tenacity, dedication, long term thinking, integration of data, collaboration and a cross company approach where everyone is involved. No. Mean. Feat.
https://which-50.com/why-the-customer-experience-matters/
The buzz of promoting your day-to-day business activities on Snapchat may now be nothing more than a quiet hum — but Instagram stories (an Instagram feature which was brazenly stolen from Snapchat) is gaining traction by the day.
But you don’t have to take our word for it, because the numbers, along with the insights gathered from inside company’s using Instagram Stories regularly, paint a vivid picture.
https://www.cmswire.com/digital-marketing/why-instagram-stories-need-to-be-part-of-your-marketing-strategy/
Being a CMO used to be straightforward, with a laser focus on branding, advertising and lead generation. Enterprise functions outside of marketing "ownership" were not a problem, as the CMO didn't report the financials, wasn't responsible for deploying technology, didn't have to approve all hires and really didn't "own" the sale in many cases.
https://www.marketingdive.com/news/why-cross-collaboration-is-critical-to-the-modern-cmos-success/513762/
Having the right tools in your toolbelt is a fundamental part of being a successful digital marketer. In fact, it’s almost impossible for digital marketers nowadays to perform their daily tasks without the assistance of these tools; tools that help automate processes and save precious time and money, ensuring a good return on marketing investment. From email marketing and CRM tools to analytics and project management, there are quite a few tools to choose from when forming your own martech stack this year.
https://mopinion.com/nl/top-27-tools-martech-stack-2020/
The chief marketing officer has become one of the most important, and indeed, influential, executives in the C-suite.
CMOs uniquely represent the voice of the customer, the deep understanding of whom is critical to business success today. Meanwhile, the CMO role’s scope and complexity is much broader than it has ever been.
https://www.forbes.com/sites/jenniferrooney/2018/06/21/the-worlds-most-influential-cmos-2018/#1f32ca491e66/
There’s a reason why Yelp’s influence can make or break a restaurant in a matter of just a few reviews -- customer service is the be-all and end-all of good business. Customers are the backbone of every business and while acquiring them is difficult, retaining them can be even trickier.
If a business is having to constantly find new customers, it’s going to struggle to create any long-lasting growth. Meanwhile, if another business can keep its customers happy, those customers will refer the business to new customers.
http://entrepreneur.com/article/342677/
As the year draws to a close, Return asks its senior team to reflect on 2017 and offer predictions for 2018. Topics raised include programmatic and shoppable video, voice search, and shifts in online search and targeting...
http://www.thedrum.com/opinion/2017/12/20/the-future-digital-marketing-predictions-2018/
In many conferences in 2017, the buzz has all been around the customer experience, customer journeys or customer engagement. These topics come up in almost every presentation in a banking, hospitality, marketing or retail conference. However, there was little linkage between these “buzz” topics with loyalty nor branding. There is a correlation between the customer experience and how that impacts loyalty and an organisation’s brand. How does a brand inspire loyalty and how does the customer experience elevate a brand?
http://www.marketing-interactive.com/features/synchronizing-loyalty-customer-experience-and-branding/
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