Figure of CMO (Chief Marketing Officer) takes on an increasingly strategic role in the future of organizations. The how, what and when to communicate as well as the importance of knowing the customer and consumer habits will be key when determining the impact of a brand.
Furthermore, in a constantly evolving ecosystem where digital transformation is a mustHaving a privileged position on the internet is essential for the success of any business. In this sense, the most innovative and ethically transparent companies will have secured the top positions in the top of mind of consumers.
The flexibility and agility to adapt to continuously changing environments, the ability to interpret market demands, focus on the customer – customer centric – or the generation of creative solutions to increasingly complex problems, are some of the most demanded skills in these professionals who, without a doubt, will mark the future of organizations.
In this sense, it has been demonstrated that companies with a clear purpose, whose objectives, values ​​and social impact are aligned with those of their clients, have a greater probability of success. This has been confirmed by various investigations, given the scope of this matter, especially accentuated in recent years.
According to a study by Deloitte, four out of five respondents recall a time when a company acted positively during the pandemic and at least one of them now claims to have greater brand loyalty.
However, while this trust can take years to build, within seconds it can be undermined. In an absolutely interconnected world, a bad perception or negative news can seriously damage the reputation of the company and significantly affect the entire path previously traveled.
For this reason, currently one of The main focuses of CMOs is precisely designing and putting into practice a coherent marketing strategy with honest and ethical communication, based on data and agile enough to know how to react to a reputational crisis. This reputation is strongly linked to two concepts: customer experience and omnichannel.
Today’s consumer is more informed, more demanding, consumes in a global market and demands a multidirectional relationship with the company.
A study conducted by Salesforce reveals that 75% of respondents expect to receive a consistent brand message and experience across all touchpoints. For its part, Harvard Business ReviewThrough an investigation of more than € 46,000 buyers discovered that the more channels customers use, the more they will invest and the more their loyalty will be strengthened.
But, to achieve a true omnichannel, it is essential that the customer is at the center of the marketing strategy. A strategy where it is achieved throughout the entire customer journey create an ecosystem and a homogeneous customer experience for all channels, so that you feel the same emotions when buying through any of them, resulting in a positive shopping experience and brand satisfaction.
The challenge, sometimes, not only involves having the right talent capable of orchestrating the demands of an increasingly demanding market with a strong corporate commitment and a sense of ethics, but also in convincing the head of the organization to invest in brand building, is to invest in results.
And you? Have you ever stopped to think about what your opportunity cost is?