Businesses are operating in new commercial contexts as they work to accommodate changes and restrictions few saw coming. Nowhere is this more apparent than in the way customers are perceiving and interacting with experiences brands deliver during this time. If brands are going to remain relevant, considered and rewarded for their efforts right now, it’s absolutely essential they are able to deliver in the moments and areas that matter.
But even as we continue to navigate the unchartered waters of the COVID-19 crisis, brands must also keep a firm eye on how the now feeds into the next if they’re to retain the hearts and minds of customers as the economy and society recovers. Because it’s today’s experiences that will influence how you’re remembered tomorrow.
Join us for CMO’s recorded virtual event, sponsored by Qualtrics and featuring Volkswagen’s Jason Bradshaw expert industry opinion, real-life customer and subject matter expert insights, as they explore:
* Why ongoing investment into customer and brand experience is critical in today’s climate * What consumers expect of brands and organisations during this time, and how brands should act for optimum impact * How brand experience and customer experience can operate in tandem in the moments that matter * What steps marketing and customer leaders can take to set up for a post-COVID-19 world * The role of customer, employee, and market feedback and insight in charting a course towards recovery
As our customers exhibit growing desire to be recognised for their preferences and passion points, the personalisation capabilities brands build need to adapt and flex to suit. Research from Forrester demonstrates experience leaders who practice personalisation at scale consistently deliver increased value to customers and benefit to their business by providing a personalised experience across every channel, touchpoint and interaction. To get there, these leaders are investing in data, technology, customer journey orchestration and content. Yet there’s also a need to complement operational capability with a firm grasp of customer tastes, preferences and values. Because they are imperative to connection. In fact, more than 7 in 10 consumers in Australia change preferences and tastes every three months. In this special whitepaper, we speak to CMO50 2022 alumni members about how they’re endeavouring to build out personalisation capabilities, at scale, and realise rapid responsiveness in programs and touchpoints. Download whitepaper »
CMO’s State of the CMO is an annual industry research initiative aimed at gauging how Australian marketing leadership is evolving both in terms of functional role, as well as contribution to business. Our special 2021 report looks into key aspects of the CMO position and marketing function, encompassing the professional standing of the modern marketing leader, their technology procurement and influence, functional responsibilities and remit, budgets, extent of influence as a digital and customer custodian within their organisations, skills and priorities. Download whitepaper »
As our customers exhibit growing desire to be recognised for their preferences and passion points, ...
In the third and final episode of our 3-part CMO50 video series exploring modern marketing and why it’s become a matter of trust, we’re delighted to be joined by Telstra’s former CMO and now digital services and sales executive, Jeremy Nicholas, and Adobe VP Marketing Asia-Pacific and Japan, Duncan Egan.
Flash back to the classic film, Willy Wonka and the Chocolate Factory. Television-obsessed Mike insists on becoming the first person to be ‘sent by Wonkavision’, dematerialising on one end, pixel by pixel, and materialising in another space. His cinematic dreams are realised thanks to rash decisions as he is shrunken down to fit the digital universe, followed by a trip to the taffy puller to return to normal size.
Why is it there is no shortage of leadership development materials, yet outstanding leadership is so rare? Despite having access to so many leadership principles, tools, systems and processes, why is it so hard to develop and improve as a leader?
As a nation united by sport, brands are beginning to learn money alone won’t talk without aligned values and action. If recent events with major leagues and their players have shown us anything, it’s the next generation of athletes are standing by what they believe in – and they won’t let their values be superseded by money.
