News & Opinions
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Marketers Have Gained Their “Seat at the Table,” Now it’s Time to Prove Why They Deserve it
Kevin Akeroyd / Eloqua / July 16, 2014
The onus is on us. Piecing back together the now fragmented customer experience requires marketing leaders to ramp up their activities far beyond basic brand awareness and meaningfully engage with customers across all marketing channels.
The C-Suite expects marketers to be able to measurably contribute to the bottom line and deliver loyal customers who return time and time again. In order to meet the boss’ demands, CMOs must take ownership of the overall customer experience and create individual, meaningful digital dialogs with their customers.And while technology is supporting the activities necessary to bridge the gaps between the customer experience, this is not a simple task by any stretch. As a recent Harvard Business Review study noted, 77% of customers currently cite no relationship with a brand.