Where is the CMO?
Around the time larger organizations began replacing their “starter” DAM platform with a second-generation solution, attention quickly turned toward the other end of the marketing operations chain. Analytics and user-experience management were there to expand the expectations and aspirations of Web Content Management (WCM) systems. The most interesting development to emerge was that, for perhaps the first time in marketing technologies’ history, the CMO began paying attention. At long last, customer-facing technology offered a means to measure the impact of all those expensive and complicated marketing production processes. In this age of cost efficiencies and struggles to secure investment for digital transformation, quantifiable metrics were precisely what the CMO was looking for.
Success as an ecommerce business depends on the ability to create compelling customer experiences, according to over 80% of marketing leaders. 2
“For perhaps the first time in marketing technologies’ history, the CMO began paying attention.”
From a strategic angle, most companies are now focused on content marketing and omnichannel reach. Content marketing implies that the marketing message is built around fact rather than fiction. Omnichannel means that a company wants to ensure their message is consistent across every customer touchpoint, and that the full potential of every channel is leveraged using the richest media and content possible.
This is where the CMO can be found these days.
2 Econsultancy and Sitecore: Reinventing Commerce 2019: [https://www.sitecore.com/en-gb/resources/index/analyst-reports/reinventing-commerce]
5
Made with FlippingBook Learn more on our blog