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The business and advertising market has changed completely over the past year, both from the business community themselves and from the consumer perspective. The restrictions imposed by the pandemic, digital transformation, automation and e-commerce, among others, have directly impacted the world of marketing much more than in other sectors.
All this has forced the sector to work with unprecedented agility and diversification of strategies. In this sense, the role of Chief Marketing Officer o Marketing Director (CMO) faces a future in which its relevance and functions will extend.
Aware of these changes, the company Prodware has organized a cycle of webinars dedicated to marketing strategy and technology to analyze the challenges of the digital age. As a result, the firm has reached several conclusions that indicate the new direction for CMOs going forward.
Center and connect
To achieve commercial success, it is essential to bet on the omnicanalidad. The hyperconnectivity and channel diversification drives creativity when connecting business with the customer. At this point, CMOs must lead and manage this path, staying active and alert to evolving business patterns.
More and more diverse functions
The digitization and growth of e-commerce have expanded opportunities for improvement for both businesses and customers. Even so, the complexity of the new market scenarios implies a greater knowledge in technological, analytical and strategy issues. This results in CMOs must diversify and upgrade to meet expectations.
Differentiation will be more difficult, but more effective
Because competitiveness in the market has increased, differentiation is a constant challenge. In addition, consumers have more knowledge about marketing strategies, so they do not catch the messages like sponges but rather select the ones that are of interest to them.
Thus, looking in detail at the efficiency and profitability of marketing actions will be key. Some options for CMOs are smart or automated solutions or consistency between strategy and business objectives, that is, more value proposition, more branding and more results.
Know your customers thoroughly
Knowledge about the potential consumer can be key to obtaining benefits. One of the most convenient solutions to achieve this purpose is Artificial Intelligence, which will allow a complete image of the client. So, the company will be able to design a personalized communication strategy and anticipate future demands.
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