The CMO Club, in thought leadership with Conversant®, today announced the findings of a study to better understand marketers’ use of technology to create seamless personal consumer connections.
The CMO Club Solution Guide, “5 Ways to Win Customers with Tech,” was augmented by a survey of more than 60 senior marketers and in-depth insights from executives at Edward Jones, Innisfree Hotels, Studio Movie Grill, TD Bank, TIAA and Western Union.
Insights gleaned from the research uncovered these key solutions:
- Unite each customer’s data and activity into one view.
- Ditch cookie-based messaging for person-level knowledge.
- Dynamically personalize each message—in real time.
- Measure what matters: incremental sales.
- Automate digital marketing with the right end-to-end technology.
“Brands realize it’s about bonding, not branding. In order to reach an emotional connection with their customers, brands must create a personalized digital media experience, which requires that you have the right technology in place to continuously deliver those experiences.” said Pete Krainik, CEO and Founder, The CMO Club. “This customized, curated CMO Club Solution Guide provides senior marketers with 5 proven and specific solutions, gained from challenges other CMOs have faced, to help other marketers create effective digital experiences.”
“Understanding how consumers are spending their time and money is only part of the equation,” said Ric Elert, president at Conversant. “Brands have to be able to recognize consumers across their devices and reach them with relevant and unique conversations. That means working with a partner that not only has the right technology, but also the ability to be nimble and make adjustments as needed to ensure marketers are getting the most from their investment and optimizing return on ad spend.”
The survey also found that 52% of marketers connect with fewer than 50% of their customers online.
“The challenge with people having multiple devices per user and shared devices in a household is that it can be difficult to serve up relevant content for a specific individual,” said Ivy Brown, TIAA, VP Brand Marketing & Advertising in responding to the survey. “iPads can be used by a couple of people in the family, plus you’re on your desktop or you’re on your phone, which can further complicate creating a seamless advertising engagement. That’s an industry conundrum that absolutely must be solved. How do you match multiple users and sessions on a shared device or single users across several devices?”
Results from the survey, and insights regarding how to win today’s customer with technology, are available in “5 Ways to Win Customers with Tech” at conversantmedia.com/cmo.
CMO Club members can view the The CMO Club Solution Guide here.
About the CMO Club
The CMO Club is the world's most engaged and inspired community of Senior Marketing Executives who help each other solve their biggest challenges within a candid, trusted and sharing environment. Collaboration fueled by inspiring events and within the members-only Digital Solutions Clubhouse raises the standard for what is required to be a successful Chief Marketing Officer. With more than 650 members, The CMO Club is the go-to center for today's Senior Marketer for peer-based personal and career success support. For more details, please visit http://www.thecmoclub.com.
Conversant® is the digital media arm of Epsilon® and a leader in personalized digital marketing. We help the world's biggest companies grow by creating personalized experiences that deliver higher returns for brands and greater satisfaction for people. We offer a fully integrated personalization platform, personalized media programs and one of the world's largest affiliate marketing networks—CJ Affiliate by Conversant®—all fueled by a deep understanding of what motivates people to engage, connect and buy. For more information, please visit http://www.conversantmedia.com.
For more information, contact:
Blast PR on behalf of The CMO Club
Director, Public Relations