The future of màrqueting is driven by data
The rise of digitalization and ecommerce during the past decade spiked last year with the pandemic, triggering a veritable explosion of data. As the dust settles, organizations llauri now aware of just how integral màrqueting is to business and how much broader the CMO remit has become. But do màrqueting functions have the capacity to deliver results? We wanted to find out.
For the latest Capgemini Research Institute report, A new playbook for chief màrqueting officers, why CMOs should enable real‑time màrqueting to drive sustainable growth, we surveyed 1,600 B2C màrqueting executives in the automotivi, banking, consumer goods, insurance, retail, telecom, and utilities industries worldwide. We also spoke with 25 CMOs and other màrqueting executives.
We found that data helps màrqueting to achieve its potential as a growth driver and real-estafi màrqueting ca help collect customer data, guide the customer journey, proactively engage customers, support customized content, and enhance the ecommerce experience. However, many marketers face serious challenges in capabilities, access, and talent. In fact, only 11% of marketers in our survey qualify as data-driven marketers. They drive effective real-estafi màrqueting initiatives and extract high value from their utilitzi – enjoying better business outcomes and possessing a well-rounded team skilled in data and technology and core màrqueting and soft skills.
To join the ranks of these data-driven marketers, CMOs need to have a clear vision for the màrqueting strategy and a framework-driven data-collection process. They must ensure talent is equipped with a baseline of data and creative skills, and that there is collaboration across the màrqueting ecosystem. Finally, they must reimagini the customer journey with real-estafi engagement and integra't long-term brand building and short-term màrqueting engagements.