A brand is a promise of an experience and is directly connected to trust. It’s what your customers say when you’re not around. Branding has to maintain the consistency to create a consistently delightful experience, which helps build a raving fan base with unwavering brand loyalty. Like - A happy customer will sell more products than your best salesperson. During this the role of Chief Marketing Officers are stretched like never before. The global pandemic has disrupted markets, operations and customer behaviours, accelerated the march to digital and empowered the self-reliant buyer. Now companies are looking to marketing to help them emerge from the ashes. The battle cry is, “Grow revenue!”
A report from CMO Council says that marketing leaders are responsible for nearly half the company’s revenue, up from around 10% a few years ago. The report further says, “Rising Above The Fray,” also found that more than half of CMOs aren’t very confident they’re going to hit their numbers — and neither are their CEOs. The scaling of the Value of the CMO, sheds light on the reason for this lack of confidence: 86% of senior marketers believe lack of leadership depth and capabilities has resulted in missed revenue, growth and customer acquisition opportunities. Corporations are counting on marketing collateral for delivering more of the sales function, with more precision, driven by more technology, while buying behaviours change and markets dynamically shift.
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Growing Importance of Branding is imperative in the competitive environment.
A brand is a promise of an experience and is directly connected to trust. It’s what your customers say when you’re not around. Branding has to maintain the consistency to create a consistently delightful experience, which helps build a raving fan base with unwavering brand loyalty. Like - A happy customer will sell more products than your best salesperson. During this the role of Chief Marketing Officers are stretched like never before. The global pandemic has disrupted markets, operations and customer behaviours, accelerated the march to digital and empowered the self-reliant buyer. Now companies are looking to marketing to help them emerge from the ashes. The battle cry is, “Grow revenue!”
A report from CMO Council says that marketing leaders are responsible for nearly half the company’s revenue, up from around 10% a few years ago. The report further says, “Rising Above The Fray,” also found that more than half of CMOs aren’t very confident they’re going to hit their numbers — and neither are their CEOs. The scaling of the Value of the CMO, sheds light on the reason for this lack of confidence: 86% of senior marketers believe lack of leadership depth and capabilities has resulted in missed revenue, growth and customer acquisition opportunities. Corporations are counting on marketing collateral for delivering more of the sales function, with more precision, driven by more technology, while buying behaviours change and markets dynamically shift.
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Growing Importance of Branding is imperative in the competitive environment
Technology video | 132 views
Branding goes way beyond just a logo or graphic element. When you think about your brand, you really want to think about your entire customer experience…everything from your logo, your website, your social media experiences, the way you answer the phone, to the way your customers experience your staff. Many small organizations and start-ups neglect to spend necessary time thinking about their brand in this broad sense and the impact it has on their business. At the same time, the consumers want a brand to be omnipotent, knowing who they are and what they need as they flit from channel to channel. The CMO Council found that 71% of consumers want a blend of both physical and digital channels and get easily frustrated with a poor omnichannel experience. There is an urgent need for delivering a better customer experience shouldn’t have to be that complicated.
According to Gartner, 89% of brands plan to compete on customer experience within the next year to win brand loyalists and meet customer needs to drive conversion. Despite these aspirations, only 10% of brands feel their current customer experiences are meeting these competitive demands. In many cases, the pressure rests heavily on marketing teams to transform customer experiences from expected to exceptional. Contextual marketing is currently a hot topic with industry research analysts. At the same time, Forrester sees contextual marketing as the bridge for the gap that exists between marketing and customer experience. Going forward, the marketers should go deep on only a handful of strategic initiatives, such as digital experience, content strategy and omnichannel with 360 degree approach.
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