Why Marketing Needs IT to Help It 'Get Personal'
Memo to the IT department: Your marketing executives need to get "up close and personal" with the company's customers, and they're depending on you to help them do it. At least, that's the overriding message conveyed in a recent survey report from the CMO Council. The resulting report, "Predicting Routes to Revenue,'' indicates that many marketers feel that they're not realizing the full revenue potential of their customers. To do so, they seek a 360-degree view of these customers, one in which they know each shopper's personal preferences and buying history. They also require better omni-channel communications tools to meet customers when and where they prefer to be engaged. And they must more effectively transform customer data into actionable intelligence. "Gone are the days of simply including a customer's name in an email and considering that to be personalization," according to the report. "Today, customers expect that brands will understand who they are, what their habits are, what they want to see on their device screens, what they want, how they want it, when they want it … and the list of expectations goes on. These requirements are making it all the more imperative for organizations to be able to craft robust experiences that are targeted to the needs and desires of all of their customers." More than 150 marketers in North America and Europe took part in the research.