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CMOs lag in creating campaigns that engage global audience

One of the big challenges for global brands is to reach out to varied audience through their digital campaigns. While marketers see how relevant it is to make their digital interactions more personal and predictive, most still struggle to make their mobile, social and web channels work together to provide a more enriching and engaging experience, according to a recent CMO Council study.

The study highlights that marketers still lag in creating digital marketing campaigns that are multi-channel and reach and resonate with diverse audiences worldwide.

Only 19 per cent of the CMOs feel they are extremely good or very good in this area, while 45 per cent gave lackluster grades on this area. This compares to just 21 per cent who said they were very proficient on their ability to captivate and engage customers, partners and employees through fully integrated mobile, web and social channels.

“Digital marketers are challenged to create an end-to-end, multi-channel experience that engages and enlivens customer, partner and employee audiences with more compelling and relevant content-driven commerce and conversation,” said Donovan Neale-May, Executive Director of the CMO Council.

Only five per cent of marketers have rated themselves as having highly or tightly integrated content and commerce, while 64 per cent who say they have plans or existing programs to improve this.

In terms of technology transformations that are most likely to impact how companies market, operate and engage with customers, the advent of the smarter digital enterprise topped the list. Following that was the new API-driven economy, which allows partners and ecosystems to share mobile/web links, information and insights. Internet of Things (IoT) was not far behind this because of its ability to gather real-time data and intelligence through pervasive, sensor-based tracking of behavioor, intention and satisfaction.

“Driven by the forces of cloud, mobile and social engagement, businesses and brands are experiencing a digital disruption that is revolutionising every interaction with their diverse audiences. When marketers create a personalised and tailored interaction for a specific audience on the right platform, businesses and brands will create emotional engagements, which will grow relationships and encourage loyalty while influencing behaviour or purchase decisions,” said Gary Dolsen, Vice President of Digital Experience software for IBM Systems.

Shubhi Tandon

Shubhi Tandon is the Assistant Editor at Digital Market Asia. Fascinated by the evolving digital media industry, she has focussed on tracking developments in the Asia Pacific market since 2014.