Finding the Right Marketing Tools and Leading Change
A recurring trend in our exclusive content at CMO.com for the past couple weeks has been a consideration of the tools available for marketers to use. The market is always changing with customer expectations driving those changes. What worked yesterday may not work today, and what works today may not work tomorrow. So what are marketers to do to keep ahead? Several of our recent contributors have spent time looking at the tools that will best reach customers and offer some helpful advice on how to drive change in an organisation when it comes to adopting new tools.
In an exclusive interview with CMO.com, Susie Dent, custodian of Dictionary Corner on the UK TV game show Countdown, shared a preview of her Adobe Summit EMEA 2016 session, “Words that Work.” According to statistics, Dent said, vocabulary improves the way people communicate and helps people be more open to new ideas. However, language is “often a low priority in business.” Dent’s session focuses on the role of jargon in business. She notes that not all jargon is terrible; some of it, in fact, can be very helpful as a marker of group identity and shorthand for important ideas in the company.
Dave Chaffey, digital marketing author, consultant, and trainer at Smart Insights, discussed the challenge of selecting marketing tools. He shared how Smart Insights has met the challenge with a digital marketing tools visualisation guide called the “Essential Digital Marketing Tools Wheel.” The tool is divided into the 30 categories that support a company across the lifecycle of a customer and recommends five tools for each category. The visual guide will be helpful for marketers to discover opportunities to reach more customers.
Thomas Barta, CMO leadership adviser, keynote speaker, and author, shared why CMOs should lead change in their organisations. Barta argued that providing a memorable personalised customer experience “often requires advanced IT solutions and major changes in how a company is organised.” CMOs understand customer expectations, but they need to develop the confidence and communication skills to help drive these changes to better reach customers.
CMO.com spoke with Cameron Hulett, chief commercial officer at EVRYTHING, about the Internet of Things (IoT) for marketers. Hulett’s company manages digital data for connected products. He suggested that marketers can begin to think about utilising IoT to connect with consumers through connected consumable products and wearables. He offered several specific examples of customer engagement activities that marketers can try.
The “2015 Adobe Mobile Consumer Report” took the opinion of 4,000 mobile consumers from across the UK, US, Germany, and France and revealed the emergence of a “mobile elite.” This group accounts for 20 percent of the market, yet it’s responsible for 80 percent of brand interactions on mobile. This and the fact that the mobile elite expects more personalised brand experiences give marketers reason to pay attention. Brands must reframe the customer journey around the mobile device, where “convenience and personalisation are the guiding philosophies.”
We hope you’ll find some helpful insights in our exclusive content on CMO.com. Please let us know what you think.