Included in Forrester’s predictions for 2017 is a warning that up to a third of chief marketing officers (CMOs) could face the axe this year if they don’t have the skills needed to deliver digital transformation in their organisations. It is an alarming prediction, and one that will surely galvanise marketing professionals into action this year. But along with the sense of urgency comes the reasonable fear of taking the first step into the unknown – especially when boards are asking CMOs to quantify their spend and performance. Balancing acts CMOs know they have to not only develop new ways of reaching new and existing customers but also find how to build communities of trust and loyalty. Customer experience has become the watchword for professionals who are making the necessary shifts to remain relevant in a digital world. While most CMOs are comfortable with social media, less-known technologies like augmented reality (AR) and virtual reality (VR) are allowing brands to explore th...

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