Editor’s Note: Today’s post is an excerpt of an article originally published on LinkedIn.
Marketing executives are leading the charge to convince their organizations of the inherent danger in today’s highly digitized buyer-seller relationship. And they’re doing that by proving that “your customers are only one click away from your competitors” is more than just a clever phrase —it’s the difference between being a market leader and going out of business.
The good news is that as marketing executives strive to develop new customer-engagement models, to optimize multiple channels formerly in conflict and generate new revenue streams, they now have access to world-class marketing-automation tools, which have the potential to keep more prospects from making that one-click jump to a competitor.
Those of us around during the PC revolution take it as a given that consumers are connected. The difference is that in today’s Twitter/Facebook/Instagram era, lots of people—hundreds of millions and perhaps even billions of them—now expect and in fact demand more personalized and authentic levels of connectedness and engagement. They demand a highly responsive, real-time experience with access to information whenever and wherever it’s convenient for them.
So for CMOs and other marketing leaders, the upshot is that your job has just gotten a serious upgrade—whether you’re getting a pay raise or not. For instance:
- You’re going to have to reach and understand consumers across multiple platforms, on their terms, and in real time.
- You’ll need to learn how to use data to drive customer engagement and marketing performance with levels of precision and timeliness never before imagined.
- And you’ll have to become much more engaged in technology decisions and investments, in partnership with your IT leadership.
The winners in this new era of what I call “customer-obsessed marketing”—where the vast majority of buyers with handheld devices are often as tech-savvy or even more tech-savvy than the companies trying to sell to them—will be those who master both the art and science of such innovative marketing practices.
There’s one more key ingredient. As marketing morphs into the front-line force tracking and engaging consumers’ changing behaviors, CEOs must give it the enhanced support it deserves. And you, as CMO, need to be able to demonstrate to the CEO why this is a strategic necessity.
Read the full article on LinkedIn. Mark Hurd offers more insight into the relentless impact of consumerization, and lists specific tips for marketers to embrace change and succeed.