Experience-led businesses are putting long-term engagement over short-term wins, investing in a combination of people, process and technology, have more comprehensive leadership buy-in and are seeing stronger revenue and customer wins as a result.

Like a lot of companies, being old isn’t good enough anymore for Perpetual, its senior manager of digital content, John Joyce, said.

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​Consumers are increasingly empowered by new technologies, rich information resources and a wide choice of brands, and are increasingly demanding digital innovation from businesses, according to a new report by Forrester.

Forrester Research identifies three key ‘Es’ lying at the heart of good customer experience: Effectiveness, ease and emotion. And according to principal analyst for customer experience, Ryan Hart, emotion is by far the biggest contributor to how people feel about brands.

Many marketers are relying on the wrong parameters to personalise communications in a digital environment and should be tapping into irrational, emotional and contextual factors to win over today’s customer.

As marketers ride the digital wave to higher salaries, greater roles and bigger budgets, will it all come crashing down? Do marketers really understand the technology that has upended their profession? If they don't improve their digital IQ in a hurry, they're risking a wipeout.

Many companies have not developed the policies they need to build ‘digital relationships’ with consumers and significantly alter their traditional business models.

Marketers are getting the message that serving the consumer at the mobile moment should be their top priority. So are they investing mightily in mobile marketing tech? Not as much as you might expect.

Signs point to marketers opening up their wallets for emerging digital technologies, placing bets on measurable channels such as email, search and social media, shifting resources toward consumer-facing technology, and spending wads of cash on content creation and aggregation.

Marketers are struggling to build strong mobile practices and must rely on strategy, governance and execution for success, a new analyst report claims.

Australian marketers are ahead of their international peers when it comes to embracing marketing technology. Yet there’s a way to go before they have the cross-channel, real-time capabilities and customer lifecycle view needed in modern marketing.

Australian annual social ad spending will hit $706.3 million within five years, analyst firm Forrester has predicted.

Responsive design is table stakes for organisations and not a long-term strategy for truly meeting the needs of customers in a mobile world, a lead Forrester analyst claims.

A fundamental disconnect between the way technology and business teams perceive customer data is resulting in lost opportunity for marketers, a Forrester Research principal analyst claims.

IBM hopes to expand its customer base and sell to executives outside of IT, including marketers, with a new set of consulting services that can be bought online with a credit card.

Audience, content and business performance metrics are all vital if marketers want to make the most out of their content marketing strategy, a new Forrester Research report claims.

Marketers should be leading digital disruption in their organisations but need to embrace contextual marketing if they’re going to be successful at it, Forrester’s head of marketing profession research claims.

A successful mobile strategy requires a fundamental rethink in the way a business operates, and can drive wider digital transformation across the organisation, according to Forrester Research.

SingTel-owned digital advertising group, Amobee, has attributed its acquisition of digital marketing players, Adconion and Kontera, to the growing need for scale to deliver real-time and more personalised marketing to consumers.

Organisations that don’t make the transition to digital in the next 10 years will either be acquired by firms that have, or go out of business as new technologies transform the way companies interact with their customers.