This is probably our last #CMO Perspectives for 2017, and we are delighted to share with you some great pieces that every customer experience and customer service centric CMO should read. Including; Jay Baer on why social customer service is critical; Michael Brenner for Digitlistmag.com on the ‘publish or perish’ attitude to content marketing; Sandra Peterson for Absolutdata on making analytics your secret weapon; 12 things your customers wish you knew about them, an infographic published by Mycustomer.com; and our tweet of the week from @SFinneganIE with a list of the 50 most innovative CMOs in the world. Enjoy!
5 Reasons Social Customer Service Is Now a Critical Social Component [Medium.com/convince-and-convert]
Yes, yes, yes, yes, and yes! We have long said that social customer service is important - but Jay Baer, featured regularly in our CMO Perspectives blog, says it is so much more important than important, it is critical! Here are 5 reasons why;
1. Customers Demand Social Customer Service Capabilities
2. Customer Service is a Spectator Sport
3. Without Great Customer Experience, Marketing is Wasted
4. The Death of Organic Reach Means Social Conversations are Preaching to the Converted
5. Social Customer Service is a Money Maker
Highly recommend you read this article.
Publish Or Perish: A CMO Roadmap For Content Marketing Success [Digitalistmag.com]
"Publishing is no longer an option, but essential to the growth and content marketing success of any organization." This is how Michael Brenner starts this article he published earlier this year. What is interesting is that even though this piece is already "dated," it really isn't. The advice given in this piece is still very relevant today, obviously not enough CMOs are taking it to heart and making their publishing an important part of their strategy. Although, no doubt that measurement and analytics plays a big part in what you plan and execute, what makes this the best piece of marketing content strategy, and one we keep coming back to, is that fact that it is not only about the data.
How CMOs Can Turn Analytics into their Secret Weapon [Absolutdata.com]
It is no doubt always crucial to have analytics in place, it's what you do with it after that matters. That is the gist of this simple but no less important article by Sandra Peterson. She says that there are crucial steps to managing the influx of big data that any marketing professional can take, and they are:
1. Identify Problems for Analytics to Solve
2. Always Analyze the Significance of Any Data
3. Create a Team of Analytics Experts
"As big data analytics continues to evolve and become more accessible, CMOs who realize its importance are able to reach new heights of customer engagement." How true!
For full infographic please click on the link below:
Infographic: 12 things your customers wish you knew about them [Mycustomer.com]
Been a while since we featured an infographic in our #CMO Perspectives. We love this one, posted by Neil Davey [Mycustomer.com] and from Provide Support, about 12 things your customers wish you knew about them. Enjoy!
3 Ways to Help Your CMO Generate More Systematic Insights [CMSWire.com]
Randy Antin, from Jumpshotinc, says that, "Analytics are important and nobody disputes that. Marketers everywhere recognize the value of insights, but they haven’t figured out how to capture them in systematic ways. Way too many insight-driven successes still stem from happy accidents." While recently a focus of the American Marketing Association conference, Antin claims that most marketing leaders agree: The problem isn’t technological. It’s organizational and this very practical piece discusses why.
TWEET OF THE WEEK: @SFinneganIE with a list of the 50 most innovative CMOs in the world.
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