Marketing Imperatives

Hiper-personalización y Experiencia de Cliente conectada

Llega la revolución de la identidad. Da el salto al siguiente nivel

Si podemos perfeccionar nuestras capacidades digitales y sacar el mayor provecho de los conjuntos de datos y las habilidades analíticas, entonces podremos transformarnos en una organización altamente customer-centric, usando la tecnología necesaria para hacer posible experiencias personalizadas que construyan vínculos robustos con el cliente.

En esta nueva edición de los Marketing Imperatives, damos el salto al siguiente nivel de hiperpersonalización en nuestra relación con el consumidor a través de tres palancas clave: la gestión de la identidad, el equilibrio en la combinación de sourcing y una experiencia de cliente global.

This Year's Imperatives

Delivering the total customer experience

Marketing now is responsible for growth and must stretch its purview to include ownership of customer data and the overall customer experience. This can’t be achieved without a clear connection to all customer-related business functions: sales, service, finance, logistics, product, channel etc.

The ownership of identity as a key business advantage

Brands have a common vision of right time, place, person, and message delivered in real time across the customer journey, while also providing more effective, hyper-personalised service and commerce. This vision is only as good as a company’s ability to know who it is really talking to at every touchpoint.

Enabling agility through strategic sourcing

Calibrating the marketing resource mix is no longer solely about cost. It is also driven by more strategic priorities, including agility, accountability, and innovation. This is not an either/or decision between bringing everything in-house or relying exclusively on external partners.