| | Dec 18 - Jan 1919CIOReviewAs we continue to evolve and understand the entire marketing ecosystem in the digital age: customer journeys, one-one interaction, personalization, loyalty and how they interact with each other- we cannot overemphasize the importance of brand perception, the intersection with data, technology and the marketing/advertising channels: digital or offline. This is not a new concept, but now we can take a holistic view of this ecosystem: leverage data, technology, marketing automation and analytics to understand, visualize and determine the overall impact to the business.Today, digital is not a channel. It is part of the marketing and customer experience ecosystem on this is how customers want to and will continue to get information on an interact with brands.I will call them the four pillars.....Brand.......Customer Experience.... Data and .......Technology. All of these are essential to drive engagements with the end consumer and deliver "ultimate value" to the consumer.Brand is the DNA or the Central Nervous System of any organization that interacts directly with the consumer. It emphasizes the trust the consumer puts in it when they decide to interact with the brand. Once the customer decides to interact, we have to integrate the brand promise with customer experience. Customer Experience needs to leverage the right creative and messaging, leveraging the data we have and using the right technology/channel to communicate the message to the end customer. This enables ease of use and allows the consumer to MARKETING IN DIGITAL AGE: BRAND, CUSTOMER EXPERIENCE, DATA AND TECHNOLOGYBy Gaurav Bhatia, CDO, NewDay USACX INSIGHTS
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