CIOs and CMOs: Team up to improve the digital experience of your customers

By Jonathan Hassell

Today’s customers expect high-quality, modernized digital experiences. Gone are the days when a CMO could do his or her job effectively with just one or two brand-to-consumer messages and a one-size-fits-all marketing strategy. CMOs need to actively work with CIOs to implement technology that can improve the digital experience for customers. Here are three areas in which CIOs and CMOs can work together to achieve better results:

1. Personalizing the Digital Experience

Using data and technology to personalize the digital experience allows executives to take into account customers’ unique characteristics. These may include previous purchase history, if any, what part of the sales funnel customers are in for a particular product or what products best align with their interests. CIOs have the technology to help CMOs have a different conversation with customers, almost exactly tailored to their needs, with seemingly infinite bandwidth. If the CMO understands these touch points and tailors messages to send via the company’s brand channels, the CIO can improve the digital experience.

Essentially, CMOs want to develop marketing messages that put consumers directly in the crosshairs. CIOs have access to data about prospective and current customers’ experiences and interests, and they may have access to competitors’ customer information as well. To attract and retain customers, CMOs can develop a plan that uses this data from CIOs and put it to work to improve the digital experience.

2. Testing Brand Resonance

Another way CMOs and CIOs can work together is to enhance and improve the digital experience around the brand, especially customers’ perception of it. CMOs want to make sure their value proposition and brand messaging resonate with customers in a positive manner. To help them achieve this, CIOs can tap into social data analytics to understand how prospects and customers feel about the organization as a whole, even down to the level of specific campaigns and offers.

CIOs can tell CMOs a lot about this. They can find out more than just the number of occasions someone searches for the brand, tagline or other identifying company elements, or the number of successful conversions or campaign broadcasts. They can also tell CMOs how customers behave based on keywords they search for that are associated with their brand, and based on keywords they click on related to those searches. CMOs and CIOs can pair their existing metrics with new behavioral analytics from big data and social listening to further inform the brand’s messaging and improve the digital experience for customers.

3. Segmenting Customers

CIOs should be adept at bringing together vast quantities of detailed information in a way that lets CMOs see trends in the aggregate and consider how various factors may interact with each other in new ways. CIOs should also have the ability to drill down into more specific customer detail to help CMOs easily find the exact underlying makeup of different groups and trends.

This opens up the opportunity to address different segments of the marketplace with a high degree of sophisticated targeting, which can greatly improve customers’ digital experiences. Consider, for instance, how a company’s brand messaging and value proposition could mean different things to different customer constituencies. Could marketers have different conversations with, for example, stay-at-home moms versus working mothers? Or provide special offers to retirees versus baby boomers who are old enough to retire but choose to continue working? Are there geographic and income demographics that can be accessed when building messaging for customers?

There is tremendous opportunity for CIOs and CMOs to work together to segment customer populations and market to them more effectively. This collaboration can keep your enterprise in the forefront of the competition as customers increasingly turn to your brand and your platform.

Written By

Jonathan Hassell

President, 82 Ventures

Jonathan Hassell runs 82 Ventures, a technical writing and consulting firm based in Charlotte, NC. He centers his focus around network administrator, security, the cloud, and mobile technologies.

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