CMO's 19 most-read articles in 2019

We take a look at the most popular articles across the CMO site during 2019 according to our readership statistics

What the 5G revolution will do to mobile marketing

It’s taken just a decade for mobile advertising to rise from relative obscurity to represent a billion dollars of ad expenditure in Australia (according to the IAB), and account for 62 per cent of general digital display spending.

When you add in dollars spent on other marketing activities such as mobile sites, messaging channels, apps development and the number of other ways in which devices are used to deliver messages to consumers, the true value of mobile marketing grows much larger still.

With Australia poised for the launch of the first wide-scale 5G network roll outs in the latter half of 2019, marketers began questioning what new leap forward in mobile marketing this next-generation technology will unleash. CMO explored how this next-generation network technology will change the way mobile apps, advertising, experiences and event industries interact.

Read more about 5G's impact here.

Telstra officially debuts new customer loyalty program

It was arguably the biggest customer loyalty program launch of the year. First heralded in 2018, Telstra officially took the wrappers off a new-look loyalty program in 2019, part of its wider T22 strategy aimed at simplifying products and services, removing legacy systems and upping the ante on digitisation.

The new tiered Telstra Plus offering kicks off officially from 14 May and will see customers accumulating points they can exchange for discounts on devices and accessories. Consumers also gained access to benefits like sport and movie ticket discounts, complimentary extras and VIP services; offerings which were previously available via the ‘Telstra thanks’ loyalty initiative.

Read more on Telstra's program here.

DMP versus CDP: Which tech platform will win the marketing war?

In June 2019, Salesforce unveiled its first customer data platform (CDP). The move followed in the footsteps of other enterprise martech players including Adobe, IBM and Oracle, who all also debuted ‘CDP’ versions of their own.

Initially a category full of pivoting tag management vendors and best-of-breed upstarts, the fact enterprise martech players are now seriously adopting the CDP approach suggested its one that is here to stay.

Which raised a big question: What does it mean for the longer-standing data management platform (DMP)? Will these platforms will continue to co-exist, or will CDPs in fact replace DMPs? We delved into the DMP versus CDP battle.

Read more on CDP versus DMP here

Why channel-based marketing is becoming obsolete

The proliferation of digital ways of engagement, from chatbots to social and messenger apps, has been transforming the way consumers interact with brands and leading to the demise of the owned website.

Yet while the tools have changed, many marketing programs are still structured on a channel-based model with origins dating back to the 1960s. So as organisations strive to meet customers on any channel, on any device, at any time and anywhere, the question CMO asked was: How can brands best organise themselves to deliver that customer-centric vision?

Read more here

How 7-Eleven’s CMO is responding to digital-fuelled customer convenience

The proposition for convenience stores is pretty straightforward. But how does that translate in a world where convenience is now more often associated with digital experiences rather than those in the real world?

This is one of the challenges facing Julie Laycock, head of marketing for 7-Eleven Stores in Australia. Her general management role sees her heading a blended marketing and commercial function that includes teams for insights, marketing communication, brand, digital marketing and loyalty.

At 700 stores and growing, 7-Eleven’s value has always been connected to attributes of location and availability. But the rise of home delivery services such as Uber Eats, Deliveroo and Drive Yello is starting to change consumers’ definition of what convenience means to one where the things they want come to them.

Read more about 7-Eleven's marketing strategy here

Former Uber CMO joins fintech upstart as chief customer officer

Still glowing from being named number one in the 2019 edition of our CMO50, Steve Brennen’s departure from Uber was sure to gain a lot of attention.

So his decision to switch the digital disruptor for a fintech upstart was not surprisingly one of CMO’s most read articles in 2019. Taking up the newly created role of chief customer officer, the well-known Australian marketing leader told CMO he was excited by the opportunity to disrupt the lucrative payments space.

Read more here.

Forget customer experience, human experience is marketing’s next frontier

Customer experience (CX) is being superseded by human experience (HX) and it is those companies who recognise this that will have an advantage. Or so says Amelia Dunlop, US head of customer strategy and applied design for Deloitte Digital. 

In an interview with CMO, the leader explained the consulting giant’s new approach to CX, its decision to embrace human-centred design, and the considerations businesses of all shapes and sizes should be factoring in as humans and robotics increasingly pervade the way we engage as individuals and as brands.

Read more from Deloitte Digital here.

New product aims to empower marketers to do more in-house

Another big trend CMO has documented in recent years is the rise in in-sourcing marketing capability. So it was no surprise to see one of our most popular news stories in 2019 being a new product aiming to enable marketers successfully do more about CX in-house. 

CX Lavender launched a separate technology pure play company, CXTX, to empower marketers to create a better customer experience by simplifying the technology they need. 

The company’s first product to market was no_code, a software tool aiming to enable marketers to produce agency-quality digital marketing in-house, in less time than it takes when engaging agencies or offshore suppliers. 

Read more about CXTX here.

What NAB’s marketing and CX chief is doing to build customer culture

“All the things that make our careers are the things that are a little hard. In fact, in every area of our personal lives, the areas you grow the most are those where it’s that little bit harder and you have to face into challenges.”

So says NAB’s executive GM of marketing and customer experience, Suzana Ristevski, who caught up with CMO in September to talk about how she’s helping steer NAB out of the lows of the Australian Royal Commission into the banking service, and ensure customer is front and centre in everything the organisation does.

“CX, marketing, digital, personal growth – it’s fascinating all the discussions about the identity crisis we’re having as chief marketing officers,” Ristevski said in response to what her modern role entails. “In a way, I’m disappointed we’re still having these conversations. It doesn’t matter where things sit – one of our jobs is to be integrators on behalf of the customer.”

It’s for this reason Ristevski is ultimately trying to help NAB land at a place where no one and everyone ‘owns’ the customer.

Read more from Suzana Ristevski here.

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