CMO Perspectives (26th Mar, 2015)

Thanks to great strides in analytics and mobile technology, as marketers, we literally have the world at our fingertips around the clock. With so much access, targeting abilities and data available, it’s never been a better time to be a CMO. However, as the saying goes, with great power, comes great responsibility. How can we effectively and authentically engage with our customers without alienating them? This is our challenge going forward—how to provide the right information, at the right time, to the right people. Information overload on a mass level helps no one.

This week, a number of our CMO Perspectives authors address this issue from a few different angles.

We hope you enjoy these articles. Tell us what you think in the comments below or on Twitter @NICE_CX.

How Engaged Leaders Use Mobility To Build Brands & Businesses [marketingland.com]

Altimeter CEO Charlene Li discusses how mobile can be leveraged by company leaders to support business objectives, provide excellent customer service and foster a collaborative work environment. According to Charlene, “The key to leadership success in the mobile era is to use this technology to lead and engage in new and different ways, both internally and externally.” Great read!

CX Pros Are Blind to the Line of Visibility [forrester.com]

This is an excellent article that points out the deficiencies in customer journey mapping. Among those who are using journey maps to improve CX, only 20% have mapped the entire CX ecosystem properly. This results in a lack of visibility and understanding, even among CX pros in a company.

Predictive Analytics: When Content Marketers Start Looking Forward Instead of Back [acrolinx.com]

Tracking analytics is a great way to check past performance metrics, which is a very important part of content marketing success. But what about the future?  Acrolinx reports on new technologies which will pave the way for predictive analytics. In the not-too-distant future, analytics tools will be able to make valuable recommendations which could inform their users’ strategies, and will be formulated by analyzing vast quantities of data around a variety of points.

Why companies are showing more love for marketers [visioncritical.com]

This article highlights the increasing influence of marketers in the coming years. Among the reasons for this increase in influence: Marketers help in developing the culture of customer-centricity. Marketing insights are key drivers of CX programs and marketers are expected to define company strategies.  

Over Half Of Consumers Now “Taking Steps To Actively Avoid Brands” [mycustomer.com]

Concerning news for CMOs: According to findings from the Aimia Institute, the data company that oversees customer loyalty schemes, UK consumers are now actively closing off their interactions with brands that fail to provide targeted communications. Brands have more customer communication channels available to them than ever before. However, that doesn’t mean brands should use these channels whenever and however they feel like it. Some sound words of caution from Chris Ward at mycustomer.com

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