| | May 20176CIOReviewJeevan George Managing Editoreditor@cioreview.comConsumers today have become savvier and wearier of marketing tactics and are more gravitated towards authentic story-telling. The increased competition and rising demand has prompted market leaders to explore novel ways to engage their audience. For instance, the rise of live-video, and behind-the-scenes content has enabled brands to drop the corporate veil and lift up their social media and content marketing. Users today have a vicarious view into the world, they have previously been unable to access.Here, native advertising is having an increasing prominence, enabling brands to find a home for their content. According to BI Intelligence, native display ad revenue is predicted to drive 74 percent of ad revenue in the U.S. by 2021. With more relevant conversation and higher creative standards, one can truly leverage the essence of native advertising through a perfect blend of ad content and page content. However, the key lies in tackling some of the most intricate challenges of reporting, scalability and authenticity by using a strategic approach to digital marketing. Instead of wasting time through duplication, organizations need to create specific strategies to integrate a digital marketing plan to other business activities to achieve their goals. Content has to be efficiently created and leveraged across multiple channels, creating a holistic approach to content marketing.The time is ripe to create a digital innovation team--to drive change and use technology in exciting, innovative and rewarding ways. While creating a culture of innovation, CIOs also need to work closely with the team to brainstorm across siloes and understand market challenges to foster goal-oriented digital marketing strategies. In this edition of CIOReview, we bring to you the best of breed companies that offer unconventional solutions for a simplified user experience and frictionless customer journey.Let us know your thoughts.Copyright © 2017 ValleyMedia Inc. All rights reserved. Reproduction in whole or part of any text, photography or illustrations without written permission from the publisher is prohibited. The publisher assumes no responsibility for unsolicited manuscripts, photographs or illustrations. Views and opinions expressed in this publication are not necessarily those of the magazine and accordingly, no liability is assumed by the publisher thereof.CIOReviewMAY 04, 2017Mailing AddressCIOReview44790 S. Grimmer Blvd Suite 202, Fremont, CA 94538T:510.402.1463, F:510-894-8405 May - 04 - 2017 Vol 06 SE 52 Published by ValleyMedia Inc.To subscribe to CIOReviewVisit www.cioreview.com DIGITAL MARKETING SPECIALCIOReviewEditorial StaffSalesT: 510.996.5123 Jason Thomas Jem Elizabeth Melissa ReaktenwaltSarah FernandezVivian MurraySherin Matthewsherin@cioreview.comVisualizersIssac GeorgeChetan.NManaging EditorJeevan GeorgeEditorialEmbracing a Frictionless Customer JourneyAaron Pierce
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