Chief marketing officers need to embrace new technologies to build brand trust
Marketing needs to evolve into a fully integrated role – it should own the customer experience, embrace technology to meet customers’ digital requirements and have a seat at the boardroom table to drive and influence product development based on marketing insights. This was the key take-out from a BrandQuantum marketing round table held earlier this year to debate the role of marketing in today’s digital business environment. Other issues discussed at the round table include the fact while digital isn’t new, several marketers are still grappling with it, and in many instances it remains a separate function from the marketing department. Marketers agree that they lack the knowledge and skills to use digital tools and technologies to their advantage and need to upskill quickly if they are to own the customer experience. Customer experience, which is critical in giving businesses the competitive advantage, is a complex phenomenon that is greatly influenced by every customer engagement...
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